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Fulford, H.: Monolingual or multilingual web sites? : An exploratory study of UK SMEs (2000) 0.00
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Abstract

The strategic importance of the internet as a tool for penetrating global markets is increasingly being realized by UK-based SMEs (Small- Medium-sized Enterprises). This may be evidenced by the proliferation over the past few years of SME web sites promoting products and services, and more recently still by the growing number of SMEs offering facilities on their web sites for conducting business transactions online. In this paper, we report on an exploratory study considering the use being made of the world wide web by UK-based SMEs. The study is focussed on the strategies SMEs are employing to communicate via the web with an international client base. We investigate in particular the languages being used to present web content, considering specifically the extent to which English is being employed. Preliminary results obtained to date suggest that there is heavy reliance on the assumption that the language of the web is English. Based on the findings of our study, we discuss some of the performance and competition issues surrounding the use of foreign languages in business, and consider some of the possible barriers to SMEs creating multilingual web sites. We conclude by making some recommendations for SMEs endeavouring to establish a multilingual online presence, and note the strategic role to be played by web designers, IT consultants, business strategists, professional translators, and localization specialists to help achieve this presence effectively and professionally

Theme

Internet