Localizing content may sound simple, but it is a very complex and intricate task. In this brief conversation, Professor Nitish Singh discusses with Devyani Bhattacharjee, Director of Marketing Localization, how SAP manages multicultural content across more than 70 locales. Localization at SAP means managing both locale-specific imagery and cultural elements in copy, images, colors selected and symbols used.

This Global Marketing Insight video is provided by Brand2Global, the conference for global marketers, September 28-29, 2016 in Silicon Valley. Brand2Global Conference is an annual event designed for professionals who drive global marketing and are responsible for international market share and revenue. If you’re a global marketing practitioner, this is the conference for you. Learn more.