Beruflich Dokumente
Kultur Dokumente
Presented by Dr. Nitish Singh www.globalizationexecutive.com
Moderated by Paula Shannon
February 2010
Slide 1
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‘Q ti ’ b i l
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Dr. Nitish Singh
Assistant Professor of International Business at Boeing Institute of
International Business at Saint Louis Universityy
ncsingh72@gmail.com
Dr. Singh is also the co‐author of the critically acclaimed book: The
Culturally Customized Web Site: Customizing Websites for the Global
Marketplace He holds a Ph D in Marketing and International
Marketplace. He holds a Ph.D. in Marketing and International
Business from Saint Louis University and an MBA and MA from
Universities in India and the UK. More recently he has co‐authored
Proliferation of the Internet Economy
Paula Shannon
CSO, SVP and General Manager, Lionbridge
Paula.Shannon@lionbridge.com
More than 23 years experience in the translation and localization
industry
Responsible for sites in 26+ countries, driving new services and
sustainable solutions ensuring the continued delivery of innovation
sustainable solutions, ensuring the continued delivery of innovation
and execution excellence to a broad range of Global 1000 customers
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism
Fastest growing
religion in US
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism Indian Curry
Indian Curry
Fastest growing Most popular meal
religion in US In the UK
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism Indian Curry
Indian Curry Threenager
Fastest growing Most popular meal People in their 30’s who
religion in US In the UK act like teenagers
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism Indian Curry
Indian Curry Threenager
Fastest growing Most popular meal People in their 30’s who
religion in US In the UK act like teenagers
99% of South Koreans
shop online
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism Indian Curry
Indian Curry Threenager
Fastest growing Most popular meal People in their 30’s who
religion in US In the UK act like teenagers
99% of South Koreans
G d
Gender
shop online more men than women
value personal appearance
Megatrends have the power to influence consumer’s lives across
countries, industries, social classes and age groups.
Buddhism
Buddhism Indian Curry
Indian Curry Threenager
Fastest growing Most popular meal People in their 30’s who
religion in US In the UK act like teenagers
99% of South Koreans
G d
Gender Chinese GDP
hi
shop online more men than women Will exceed US in
value personal appearance 3 to 4 decades
They are overarching global forces that are being
shaped as we speak and will transform our probable
p p p
future
These forces impact our geo
These forces impact our geo‐political,
political, social, cultural,
social, cultural,
economic and technological future
They give us powerful
They give us powerful
insights into the future
Constantly evolving toward an idea of global integration or
synthesis of economies, cultures, technologies, and governance
Impacts what consumers consume and what corporations produce
Includes:
Economic integration
Political engagement
Technological connectivity
Personal contact
Quality of life
Almost 1 billion new consumers are predicted in Emerging
markets by 2015
By mid‐century China may overtake US as No.1 in GDP
Today China and India graduate half a million
engineers and scientists compared to 70,000 in
the US
The continuing convergence of regulatory
The continuing convergence of regulatory
frameworks and standards is likely to be an
important aspect of the regulatory overhaul
According to Professor Bhagwati,
Country can be made worse off if trade lowers the price of
products in which it has a comparative advantage. This is
d t i hi h it h ti d t Thi i
termed as immiseration.
This might be happening as we offshore
software/chips etc and lower the cost of
these products that US has a
h d h Sh
comparative advantage in. Thus the
g
gains from exports (software/chips) to
p p
the overall economy decline
Cultural Multipolarity
Emergence of cultural centers of excellence arising all over the
world
Bollywood, Fashion centers in China, India etc. Harajuku
Cultural Flows
Cultural Flows
The interconnectedness of global media, technologies and the
rise of the World Wide Web
Flows East to West: Sushi, Yoga, Feng Shui, Tai Chi
Cultural Flows
BRIC vs. G6
Which of the megatrends discussed resonates the most with
you?
A) Globalization
B) Rise of Networks
C) Open Innovation
C) Open Innovation
D)Global consumer trends
Internet technologies are transforming the whole value chain
Wal‐Mart integrating global supply chain
Seamless procurement and logistics
Online sales to more than 1B consumers
Born Global
Technologists such as Raymond Kurzweil are predicting a singularity, in
which human intelligence is merged with artificial intelligence and that
by 2050 nanotechnology will be able to extend human life indefinitely
by 2050, nanotechnology will be able to extend human life indefinitely
Convergence ‐ amalgamation of previously separate technologies such
as audio, video, Internet and data that now share resources and interact
with each other, synergistically creating new efficiencies
Relates to the convergence of like minded individuals,
corporations, competitors, corporate suppliers, customers, and
h
human networks working toward co‐creating and innovating
t k ki t d ti di ti
products and services
Companies are increasingly investing in Web .0 that can harness
Companies are increasingly investing in Web 2.0 that can harness
collective intelligence
Netflix Prize
threadless.com ‐ t‐shirt store
Wikipedia
Localization Industry
Crowdsourcing and MT has the potential to reduce costs and speed‐up
international entry for many companies
However, issues include concerns about quality, speed, impact of poor
translations on customer‐base, etc.
Standards and counter‐checks will evolve to ameliorate the quality concerns
Social network Hi‐5 has built a developer application using the Google‐
created OpenSocial standard that “crowdsources”
created OpenSocial standard that crowdsources language translation. This
language translation. This
makes it possible for users translate a site or applications, text and UI into
new languages. Users vote to register correct translations
Facebook has moved to a multi‐language ecosystem
Facebook has moved to a multi language ecosystem
using ‘Translations’ a crowdsourcing translation application
The Spanish site was completed in less than 4 weeks
with the help of 1 500 Spanish‐speaking
with the help of 1,500 Spanish speaking Facebook users
Facebook users
Acceleration of the pace of globalization
Resurgence of nationalistic and religious values
Counteract the trend of global consumerism
Individualism
Barbie alternatives
Barbie alternatives
Fulla Doll ‐ doll with head scarf & Islamic values
Sara Doll ‐ for children in Iran
Razanne for children in Muslim countries
Razanne ‐ for children in Muslim countries
Premiumization
The growing trend toward creating high end luxurious products in every
product / service category possible
d / bl
Bling H2O
Gender Complexity
Cosmetics for male skin care
Eco‐iconic: trend aims to create eco‐friendly products with bold
and iconic designs that customers can visibly show off
Threenagers:
30 has become the new 20
30 has become the new 20
Is multilingual blogging an important consideration in your
company's web strategy?
Yes
No
Boost in Web Globalization spending
i b l b li i di
Rise of Internationalized domains
Geo location
Geo location
Multilingual corporate blogs
Copyright
C i h © 2009:
2009
The Complete Document is copyrighted including the pictures. Copyright © 2009 St Louis University.
Unauthorized Reproduction and Distribution is Prohibited. The program module was developed by Professor Nitish Singh, John Cook School of
Business, Saint Louis University. Published By: Executive Education Program of the John Cook School of Business at Saint Louis University. All
material presented in these online modules is only for internal educational use and cannot be reproduced, stored or transmitted in any form or by
any means,
means without the written permission of the program leader
leader. Permission request can be sent to Professor Nitish Singh:ncsingh72@gmail.com
Singh:ncsingh72@gmail com
The information contained in these online modules has been obtained from various academic and professional sources, which we believe to be
reliable. However, neither its completeness nor accuracy can be guaranteed. Recommendations and opinions are based on our interpretation of
available information.
Company confidential – distribution prohibited without permission
Executive Education Program
Going Global with Multimedia: Practices and Process for
Localizing Multimedia
Thursday, March 18, 2010
12:00 p.m. EST, 6:00 p.m. CET
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Dr. Nitish Singh
Ncsingh72@gmail.com
www.globalizationexecutive.com
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Paula Shannon
paula.shannon@lionbridge.com
http://twitter.com/pbshanz
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