News: Global Strategies Are Shifting Toward New Ways of Localization

September 20, 2018

According to a recent study from consulting firm ATKearney, the growing threat of global trade wars, the demand for products that are tailored toward local preferences and other pressures have caused companies to rethink their approach to targeting global audiences. Rather than mass-market production, they are shifting their focus to localizing their products for each of their target markets. ATKearney calls it "the age of multi-localism".


In addition to offering products adapted to local tastes, there is a growing consumer movement to buy local and support smaller, startup brands and to decrease the environment impact of international shipping. This has caused brands to reevaluate product cycle time and look to the local markets for distribution channels.


An example of this is companies using 3D printing technology to manufacture and design products where the consumer demand is. Adidas is currently working on using 3D printing to produce sneakers.


A separate ATKearney report states that almost 90% of major global companies say they are actively localizing their products or have plans to do so. Of that 90%, two-fifths are hiring local talent or setting up local production facilities.


It is now clearer than ever that a one-size-fits-all approach to global marketing does not work.

To read more, please see: Trade War Threat Is Pushing Companies Toward A New Strategy Of Localization, Study Finds.

Further Resources on Global Business


Globalization Partners International (GPI) has extensive experience localizing marketing materials, technical documents, and large, scalable websites. We have previously posted several useful guides for best practices in this area. Feel free to review our blogs that are particularly relevant:



Please feel free to contact GPI at with any questions about our language and technology services. Also let us know if you have any interesting blog topics you would like us to cover in our future blogs.

Global Franchises
global trade, product localization, global business

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Natalie was born and raised in the state of Montana, USA where she graduated from The University of Montana with an undergraduate degree in Business Administration. Her international experience includes two summer programs, one at The European Business School in Germany and the other at The University of Brescia in Italy. She studied a variety of global business subjects including international business, trade, culture and language. Key projects for her undergrad studies included meeting with executives from large corporations such as Lufthansa, Opel, and The European Central Bank as well as working with the design team on the marketing plan for the 2015 World Fair in Milan, Italy. She has a range of global event management experience including organization of the Annual Mansfield Conference on the Middle East and the China Town Hall meeting series. Her hobbies include yoga, cooking, reading, being outdoors and traveling.