Thanks to the status of the English language as the world’s lingua franca, the needs of native British English speakers can sometimes be neglected in the UK market entry process. If you’re a US-based company launching a new app, for example, translating your user interface into French, German and Spanish for your European launch is a no-brainer. But what about English?

In this typical expansion model, English is often the overlooked language. As Brits can understand — or think they understand — American English with ease, what’s the incentive to localise your product for the UK market? …

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