Web Localization as an Essential Factor in the Internationalisation of Companies: An Approximation of Spanish SMEs

  • Juncal Gutiérrez-Artacho
  • María-Dolores Olvera-Lobo
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 569)

Abstract

Constant changes in the economic environment, where globalisation and the development of the knowledge economy act as drivers, are systematically pushing companies towards the challenge of accessing external markets. Web localization constitutes a new field of study and professional intervention. From the translation perspective, localization equates to the website being adjusted to the typological, discursive and genre conventions of the target culture, adapting that website to a different language and culture. This entails much more than simply translating the content of the pages. The content of a webpage is made up of text, images and other multimedia elements, all of which have to be translated and subjected to cultural adaptation. The user must never notice that the site was originally created in another language. In addition, commercial and business translation have certain particularities which must be studied and borne in mind so as to achieve the desired communication goals.

Keywords

Localization Enterprises Internationalisation Spanish SMEs 

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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Juncal Gutiérrez-Artacho
    • 1
  • María-Dolores Olvera-Lobo
    • 2
    • 3
  1. 1.Department of Translation and Interpreting, Faculty of Translation and InterpretingUniversity of GranadaGranadaSpain
  2. 2.Department of Information and Communication, Colegio Máximo de CartujaUniversity of GranadaGranadaSpain
  3. 3.CSICUnidad Asociada Grupo SCImagoMadridSpain

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