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Urgency for Global Businesses to Respond to Disruptive Change Thrusts Localization Benchmarking into Prominent Role

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 Market Research Firm Common Sense Advisory’s new Localization Maturity Model 3.0 enables global firms to stay ahead of local and regional competitors

May 16, 2017 – 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.”

CSA Research’s Localization Maturity Model (LMM) 3.0 includes:

  • A benchmarking framework to measure localization maturity and global-readiness enterprise-wide
  • A set of key performance indicators (KPIs) for localization maturity
  • Detailed recommendations for how to speed up the process of globalizing business processes across the organization
  • Five factors driving the urgency for more responsive localization
  • Six enablers that can accelerate the localization performance of companies that seek a faster path to local market success

“Our LMM 3.0 findings are significant whether a company is just starting to focus on international and domestic multicultural opportunities, or if it’s an old hand at the global game,” she adds.

LMM 3.0 is available to members of the firm’s market research platform. For additional information about CSA Research’s localization maturity benchmarking and global-readiness checklists, click here.

About Common Sense Advisory

Common Sense Advisory is an independent market research company helping companies profitably grow their global businesses and gain access to new markets and new customers. Its focus is on assisting its clients to operationalize, benchmark, optimize, and innovate industry best practices in globalization, internationalization, localization, interpreting, and translation. | @CSA_Research

Media contact: Melissa C. Gillespie, Email, +1 760-522-4362


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