Andi Ummul Khair


The current study addresses to analyze the cross cultural communication in language localization industry. The analysis focuses on cross-cultural communication and defines linguistic perspective in localized advertising of international products. The friction in localization service is also presented in the current study. Since language localization is a purpose-driven process, skopostheorie was applied in order to provide a theoretical ground to the particular case of website localization. The result shows that even though a digital service can be presented in English, reaching a significant market share requires localization. Therefore to reach full market potential, localization of digital services should be targeted to language markets instead of geographical areas. It is seen from the result that a need for full localization is disappearing due to the fast globalization of the services and the governance of consumer tastes. Full localization means adaptation of colors, layout and numbers. Fast development cycles of digital services would not even allow such extensive localization practices. Instead, a common opinion was that the need for translation is increasing. Localization service emerges as a constant process, the standards and requirements of localization are increasing. Thus, internationalization theory will be reframed and evolve in order to enable it to encompass the new realities of economic life. The concept of internationalization is nowadays implying a mixture of complex learning processes, organizing cross-border knowledge and resources, integrating cross-cultural perspectives in internal and external networks, managing the global/regional portfolio and blending global/regional shareholder value with local customer value perspective.

Keywords: cross-cultural communication, language localization industry, internationalization, skopos theory.

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