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Consumers are increasingly shopping on global sites, and they want to shop in their own language. By demonstrating cultural awareness, businesses will truly be able to expand internationally. Organizations can attract new and returning business from around the world if they listen to the preferences of customers abroad -- as well as multi-ethnic markets in their own country.
Companies planning to globalize should ask themselves two serious questions before embarking on expansion efforts. First, "Has there ever been an easier time to reach an international customer base?" And perhaps paradoxically, "Has there ever been a more complex time to optimize for global reach?" ...
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