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What’s the Difference Between Localization, Internationalization and Globalization?

Posted by Scott Ludwigsen on October 8, 2018

When Procter & Gamble started selling Pampers diapers in Japan, they used the classic image of a stork carrying a baby on the packaging. They later discovered that while the legend of the stork is common in the U.S., Japanese parents tell their children a different tale. Instead of arriving by stork, babies arrive in giant floating peaches.

You might think both legends are equally strange, but the fact is, you’re more likely to purchase a product that fits the narrative you know.

That’s why any brand introducing a new product to a global marketplace needs to consider localization, internationalization and globalization well before the launch.

Let’s take a closer look at the difference between these commonly confused terms and how they work together as part of a well-designed global marketing strategy.

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