I was just discussing this with a friend last night. There is a lot more to going global (or even targeting a new culture domestically) than simply translating your website and/or getting prepared for international shipping (if your product is physical). UX needs to be culturally savvy; ideally, the product/service would be adapted specifically for each culture. If that's out of the budget, a company should at least make sure that they aren't being unintentionally offensive.