Companies can be "too global"

Retail Online Integration magazine just published its cover story "Best 50 tips of 2011". Tip number 25 was taken from an article I wrote for the magazine called "Understanding Global Customers: User Experience at Home and Abroad".

Here is the tip and a link to my original article:

25. Companies can be “too global” in their attempt to reach international markets. It’s important to realize that every market is local to someone. The most successful global companies do thorough research and take the time to understand the local landscape before unveiling new products or websites. Update the old adage, “Will it play in Peoria?” with emerging global cities like Shanghai, Mumbai or Santiago.

Apala Lahiri Chavan, Human Factors International

“Understanding Global Customers: User Experiences at Home and Abroad,” July 8, ROI Report