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Why is it important?

We describe how the German website is linguistically and culturally adapted to fit the expectations of the Anglo-American target audience.

Perspectives

Writing this article was a great pleasure as it has a co-author with whom I have had long standing collaborations. This article also lead to interesting insights into the typical German perception of food and food marketing and the challenges to adapt this culturally bound perception to the Anglo-American market.

Professor Dr Maria-Cornelia P.A.M. Wermuth
Katholieke Universiteit Leuven

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This page is a summary of: Attila Hildmann goes international, The Journal of Internationalization and Localization, December 2017, John Benjamins,
DOI: 10.1075/jial.4.1.03wer.
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