The Glocalization of Content: Part Two

How can the glocalization of content be managed holistically throughout a software development project to ensure seamless experiences and reduce complexity?

In part one of our discussion of the glocalization of content, we looked at the importance of identifying the kinds of content you’re dealing with and the level of complexity involved in your glocalization process, along with the significance of cultural adaptation involving local experts. In part two of this discussion of the glocalization of content, we’ll look at how this applies to global software development projects, the challenges this presents and how to overcome them.

Key Takeaways

Glocalization in Practice: A Holistic Approach

When approaching glocalization as part of a global rollout, it’s crucial to break down silos between business and technical teams. To help manage transformations in particular countries its critical to have technical teams on all levels as well as business teams. This means taking glocalization and its challenges into account from the outset, from requirements to testing phases in order to achieve a balance in the level of effort and resources allocated to managing it at the different stages.

This was a challenge faced in the example of undertaking content glocalization on a large scale for a global manufacturer whose content requirements ranged from global legal documents, to prices and timezones to language-dependent images. How can the glocalization of all this content be managed in each of the stages of a global transformation? Let’s take a closer look at each stage, and how glocalization was managed in this instance.

Stage One: Requirements Of Glocalization

During the requirements stage of a digital transformation, there are some key things to bear in mind to ensure the glocalization process is built in from the start:

Stage Two: Implementation Of Content Glocalization

Following requirements, in the implementation stage, the following processes need to be taken into account:

Stage Three: Testing Adapted System And Content

Following the implementation stage, the complexity of glocalization must also shape the testing phase of adapting content. Key items to bear in mind at this stage are:

Stage Four: Training Glocalized System And Content

Stage Five: Going Live With Glocalized System And Content

By building in the time and resources needed to effectively manage the glocalization of content in a holistic way, from requirements engineering through to testing, we were able to ensure smoother user journeys which were specific to each geography for our client. Following these steps, content-objects could be explained in-depth during the roll out. This meant that glocalization could be holistically approached before going live with the project and then entering a support phase to rectify any errors in content.


Therefore, in a software development project, the challenges of glocalization of content should be considered from the outset to the post-Roll-Out phase: from requirements, to engineering to testing to roll-out to factor in time and integrate it in processes. This requires the breaking down of siloes so that business and technical teams can work together to find balanced solutions. In this process, it’s critical to involve experts not only with linguistic skills but also with cultural expertise and industry specific experience in the rollout country.

In part one we looked at the challenge of glocalization of content: the significance identifying what you have, the challenges these projects present and the complexity you’ll need to work with in the process. In part two we looked at how this works in practice in a global software development rollout, by taking a holistic approach which builds in awareness of the challenges of glocalization from the beginning, and brings together businesses and tech teams to ensure exceptional and accessible customer journeys and consistent communications, regardless of geography.