This is an excerpt of the full article by Julio Leal, Head of Localization at Ciena, published in the Brand Quarterly & Brand2Global 'Global Marketing' Special Edition. Adaptation is all about survival. If a website is to survive and succeed, it needs to adapt constantly - the alternative isn’t an option. But what happens when a company has multiple websites, each of them serving a specific local market in its native language and with its’ own [...]