GOST-buster! New consumer segmentation tool helps companies succeed abroad

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The document discusses different approaches to localizing websites for global audiences. It identifies four main consumer segments - those with high or low levels of global and national identity. These segments require different localization strategies, from full localization to minimal localization. The key challenge is understanding how forces of cultural homogenization and fragmentation create unique consumer groups that defy simple categorization. Taking an empirical approach can help clients optimize their localization spending.

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Who ya gonna call? Introducing the GOST-buster Gary Muddyman CEO Conversis

Test your Ghost Busters knowledge ,[object Object],[object Object],[object Object],[object Object],[object Object]

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I ain’t ‘fraid of no ghost! ,[object Object],[object Object],[object Object],[object Object],[object Object]

Ghost Busters and globalisation ,[object Object],[object Object],[object Object],[object Object],[object Object]

What’s the point? ,[object Object],[object Object],[object Object]

Standardize or Localize? ,[object Object],[object Object],Standardized Localized

Homogenisation v. creolisation ,[object Object],[object Object],[object Object]

The challenge ,[object Object],National/traditional Global

Global Consumer Segments ,[object Object],High Global Identity/ Low National Identity (HGLN) High Global Identity/ High National Identity (HGHN) Low Global Identity/ High National Identity (LGHN) Low Global Identity/ Low National Identity (LGLN) Users‘ National Identity Users‘ Global Identity

Meet Boomerang Bob ,[object Object],[object Object],[object Object],[object Object],[object Object]

Coke is it for Boomerang Bob KO: China KO: Norway KO: Brazil

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Tony goes nowhere without his iPod APPLE: USA AAPL: Brazil APPLE: Denmark

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Web localization Strategies Unilever: Denmark Unilever: Netherlands Unilever: India

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