Sociologist Roland Robertson introduced the term "glocalization" to describe a corporate strategy that embraces both globalization and localization. This approach underlines the necessity of blending global outreach with local sensitivity to maximize corporate competitiveness, making it a critical strategy for international firms. Glocalization extends beyond simple content translation, aiming for a more profound level of cultural and contextual adaptation. The efficiency of a brand's multilingual website support and the depth of content localization are critical indicators of successful glocalization implementation.
Initially, Korean websites primarily offered content in Korean and English, with limited emphasis on the quality or regular updating of English content. However, from the mid-2000s onwards, as domestic brands gained international recognition, the demand for content in languages other than English, such as Spanish and Vietnamese, surged, prompting websites to diversify linguistically. Entering the 2010s, global conglomerates like Samsung, LG, and Hyundai Kia Motors began offering sophisticated multilingual websites. Launching essential products through global online platforms emerged as a central marketing strategy, cementing the importance of a high-quality multilingual web presence for international brands.
Maintaining multilingual websites entails substantial financial and human resource investments, presenting a significant challenge for businesses. This can lead to compromised website quality or restricted language options. Numerous companies and consultancy firms are actively exploring strategies to manage multilingual websites more efficiently, aiming to cut costs, reduce manpower requirements, and save time.
FAVE has acknowledged the critical need for developing multilingual websites and has innovatively created 'FAVE® GRO' (Global Roll Out) for their efficient management. Engineered to address and minimize the complexities and resource demands associated with multilingual website development, FAVE® GRO has proven its effectiveness across numerous multilingual initiatives.
Key Features of FAVE® GRO:
Samsung Electronics' flagship multilingual initiative, 'Samsung Galaxy Unpacked,' stands as a testament to overcoming the challenges of adhering to tight schedules, fulfilling stringent requirements, ensuring web accessibility, and maintaining high-security standards. This project ambitiously delivers and unveils localized content tailored to nearly every country globally. The deployment of FAVE® GRO has been instrumental in conserving resources and enabling the precise customization of product details, including information, colors, features, slogans, and imagery, to meet the diverse specifications of local markets. Crucially, FAVE® GRO has demonstrated adaptability and reliability by seamlessly integrating new countries into the project at any stage without complications. Having been a cornerstone in executing the 'Samsung Galaxy Unpacked project for several years, FAVE® GRO's effectiveness and value are unequivocally established.
The official Samsung Semiconductor website, catering to six countries/regions with multilingual support, necessitated continuous management to handle the extensive and regularly updated content. Before the implementation of FAVE ® GRO, the site was plagued by repetitive tasks and structural errors, leading to inefficiencies. However, adopting FAVE® GRO marked a significant turning point, streamlining work processes and enhancing efficiency. FAVE® GRO, an enterprise-grade solution, seamlessly integrates with Content Management Systems (CMS) such as Adobe Experience Manager (AEM), representing a pivotal advancement in website management and operational efficiency.