Localization of pricing and payment methods is important to international success By Renee Frappier Is your company interested in cashing in on international sales opportunities? Chances are you've devoted a great deal of attention to cultural differences when it comes to product, language and catalog layout. Don't stop there. To build response, examine differences in cultural attitudes to payment methods and pricing issues. "Localization is indispensable for attracting large numbers of customers in Europe's fragmented market," writes Forrester Research analyst Dr. Therese Torris. "Even customers who speak English prefer sites that offer their local language, as well as local product selections, relevant payment

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