With MNCs expanding businesses, thanks to globalization, boundaries are being dissolved at a rapid pace. It is not difficult to find a product manufactured in the US in South East Asian countries or to find Asian products in the West. But launching the same product in different countries is not an easy task.
However well-meaning an MNC might be, they have to promote the product in every country in a way that is acceptable to the consumers, socially, culturally and economically. The same applies to the MNCs in Singapore. This modern island-country has a highly developed market economy which makes it one of the best countries to invest and expand in. While doing so it is important to respect local language, customs, and beliefs so that the product which is being offered is easily integrated into the market and accepted by the consumers.
Language localization helps in doing this. It not only involves translation of a certain language to English, Tamil, Malay, or Mandarin, the four official languages spoken in Singapore, but also helps in adapting to numerous other specifications which the local organizations follow when introducing their product to the market. Knowledge of cultural differences, and how the same term can have different meanings in different countries, can help in presenting the right message in the right way. Using language localization MNCs can successfully introduce their products and services and set up a mutually beneficial relationship in the Singaporean market.