在今天的商业环境中，公司不仅在国内做生意，而且还跨越国界做生意。不同的民族在态度、信仰、礼仪、道德、真理、迷信等文化特征上有显著的差异。有些信仰可能对一群人很重要，但对另一群人可能毫无意义。当产品本地化并计划国际化时，全球市场在不改变核心应用程序的情况下支持多种语言，并且产品可用于全球使用。这些文化差异深刻地影响着市场行为。今天的市场需要熟悉他们想要做生意的国家的文化特征。在国际化的世纪，组织的决策机构需要在政治、宗教、文化、经济等方面做出决策，才能进入相同的国外市场。现在我们将讨论文化的要素和表现形式，市场是如何对各种文化敏感的。简·奈特认为，国际化是国际和跨文化层面的基本和重要活动，需要在机构层面进行播种。Knight的定义涵盖了市场的方法适应和文化敏感性。市场全球化的快速发展也使经济模式向国际化转变。因此，全球化正在向国际化转变(Susman & Gerald, 2007)。当一家公司采取措施扩大其在全国各地的客户并进入国际市场时。他们还制定了不同国家之间的战略。因此，国际化是设计和构建应用程序的过程，这些应用程序用于促进特定地方或国家的本地化文化。
In today’s business environment, companies do business not only within the country but across the national boundaries also. Different nations have significant differences of attitude, belief, ritual, morality, truth, superstitions and the endless list of other cultural characteristics. Some of the beliefs may be important to one group of people and the same may mean nothing to another. The global markets, when their products are localized and are planned for internationalization, support for the multiple languages without changes to the core application and the products is equipped for global use. These cultural differences deeply affect market behaviour. Today’s market need to be familiar with the cultural traits of the countries they want to do business with. In the century of internationalization, the making bodies of the organization need to make decision regarding political, religion, cultural, economic factors to enter into the foreign market of the same. Now we will discuss the elements and the manifestation of culture as to how the markets are sensitive to the various cultures. According to Jane Knight, the Internationalization is the essential and important activity of international and intercultural dimensions to be seeded at the institutional level. The definition of Knight covers the methods adaptation and cultural sensitivity of market. Also the rapid growth of globalization of markets has changed economical pattern to internationalization. Thus the globalization is transforming into internationalization (Susman & Gerald, 2007). When a company takes steps to increase its clientage across the country and into international markets. They also make strategy taking place between the different countries. Thus internationalization is the process of designing and building the applications which are used to facilitate the localization as culture of the particular place or country.