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Managing content for a global site

The issues in developing content management policies that are described above are com-

plicated for a large organisation with many lines of business and particularly for a multina-

tional company. Centralisation can give economies of scale and can achieve consistency in 

the way brand values are communicated nationally and internationally. However, content 

will need to be developed locally for regional audiences and this may require variations 

from central guidelines. Some regional autonomy needs to be allowed to enable buy-in 

from the different regions. It can be suggested that the following are required at an inter-

national level: