The Localization Industry Standards Association (LISA) defines globalisation as: "Globalization addresses the business issues associated with taking a product global. In the globalisation of high-tech products this involves integrating localization throughout a company, after proper internationalisation and product design, as well as marketing, sales and support in the world market." globalisation involves both internationalisation and localization. The concept of globalisation is frequently used in a sales or marketing concept, defining when a company moves beyond home/domestic markets and globalises websites for eCommerce to pursue consumers and sales in targeted locales.