Lokale (nationale) verschillen dienen tot uiting te komen in de web content van multinationale organisties. Taal is daar de meest duidelijke van.

German Chancellor Willy Brandt once said, "If I am selling to you, I speak your language. If I am buying from you, dann müssen Sie in meiner Sprache sprechen."

"The key difference between commerce and e-commerce is that commerce is selling with people and e-commerce is selling with content," articulates Gerry McGovern in his landmark book Content Critical.

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