June 2017

Businesses pushed to expand regional borders more quickly

Disruptive change has upended the global business landscape. Drivers such as digital transformation, empowered customers in emerging economies, Big Data, and a growing intimacy with devices are pushing companies to expand beyond their borders much earlier than their predecessors. Global content strategies must handle more content types, larger volumes, and 20-plus languages.

Independent market research firm Common Sense Advisory (CSA Research) has been formally observing, analyzing, and benchmarking localization maturity at the team level and globalization at the enterprise level since 2006. The firm conducted an extensive data collection and analysis initiative in June and July 2016 with 90 enterprise buyers of language services in 15 countries to update the framework. Based on 6,657 data correlations, the research report "Localization Maturity Model: Release 3.0" provides insights into what companies can do to advance much faster in the areas of governance, strategy, process, organization, and automation. This new data shows that organizations must move more quickly through each phase of maturity to remain competitive in local markets.

"Today's shifting landscape requires global companies to improve at handling mobility, augmented and virtual reality, speech, and IoT, while paying special attention to changing content types, technology, local business and regulatory environments, and local dialects," offers Rebecca Ray, Senior Analyst at CSA Research. "Localization teams recognize that ongoing, top-level sponsorship for business globalization is the only way to achieve lasting success. This research reaffirms that benchmarking an organization's progress allows teams to access the resources they need to support the global customer journey."

The research report is available to members of the firm's market research platform.