Corante

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CORANTE John Yunker is founder of Byte Level Research and author of the widely acclaimed book, Beyond Borders: Web Globalization Strategies and editor of Global By Design.

He has covered the emerging field of Web globalization for half a decade and has published a wide range of reports dedicated to best practices in Web localization and internationalization.
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Going Global focuses on the risks and rewards of expanding into new geographic and cultural markets, from Web globalization to international marketing to global usability.
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February 11, 2005

Globalization Cuts Both Ways

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Posted by John Yunker

From Cool News of the Day...

    "We hear about the spread of U.S. popular culture, making Europe, to its horror, more American. But the influence works the other way, too," says Matthew. "At many levels, we have more in common now, as the local goes global." The "culinary Babel," as Matthew (Kaminksi) calls it, isn't just a French-American thing, either: "The average German now drinks 123 liters of bottled water a year, and 'only' 117 of beer.

    "In Poland and Russia, the cradle of the really hard stuff, beer is up and vodka down. In the U.S., vodka is hot." However, Matthew does not think that such stats mean that consumption patterns will result in "confusion and conformity ... Try a Bavarian weisswurst without a jug of cold Augstiner," he writes. "Polish herrings, delicious with onions and sour cream, are indigestible without a couple of shots of Zubrowka," he adds. And that's to the good, he says, because ultimately, the conformity of tastes will create more choices: "A finicky global consumeriat will demand much more," he concludes. Plenty of room for improvement, too. Matthew says he's noticed that his local wine shop in Paris now stocks Gallo, but "in an America of super-everything stores, wine selection can be spotty."

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