Think Globally, Write Locally
http://www.writingassist.com/articles/think_globally_write_locally.html

Giovanis, Kristen
Writing Assistance
2006

Abstract:

Companies operating in a global marketplace know they need to translate documents for their audiences. But some documents actually need more than translation – they need localization. Although a document’s words can be translated perfectly, the document can still be ineffective in another market, due to differences in the way local businesses operate and in the way people think.