Whether you are a Fortune 500 or a small entrepreneurial firm venturing abroad for the first time, the same lessons apply: what works in one market probably will not work in another
San Francisco, CA (PRWEB) November 23, 2011
Auerbach International announces they have learned of a common mistake in global commerce is cultural cruise control. Simply put, it is not modifying a company or individual behaviors for different cultures. Although translation of a company’s brochures, manuals, contracts and websites are essential elements of global business, a company’s overall marketing strategy is even more important. And just as certain terms may not translate well, their successful marketing approach in the U.S. may not transfer abroad. In essence, one must study the business practices of the target culture. Forgetting this fact can cost at the very least some embarrassment and red cheeks and at the most big bucks.
Successful translation is more than just getting the words right. Language plays two important roles: communicating facts as well as culture. The latter is where major brands like Burger King, Apple, Best Buy and Mattel all failed. These successful brands did not realize the essential role that country-specific cultural nuances, familiarities and business practices play in global marketing. These mistakes were no doubt costly on several fronts including revenue, branding and public relations. What’s important to remember is that they were completely avoidable.
“Whether you are a Fortune 500 or a small entrepreneurial firm venturing abroad for the first time, the same lessons apply: what works in one market probably will not work in another,” says Philip Auerbach, owner of Auerbach International.
Auerbach International offers their services to companies with global expansion challenges. They form teams of in-country, subject-specialized marketing experts to work with their U.S. team leader to formulate viable solutions.
For more information on Auerbach International, call (415) 592-0042 or visit them online at http://www.auerbach-intl.com. Auerbach International is located at 64 Merced Way San Francisco, CA 94127. Those interested can view their company newsletter at http://www.auerbach-intl.com/email/lost_in_translation_global_business.html.
About Auerbach International
Auerbach International eases outreach to global and ethnic markets through its language services (translation, interpreting, localization, voiceovers and more) and global marketing services (overseas surveys, market intelligence gathering, research and cultural training). Its language-project methods have saved clients around $500K or proportional amounts and prevented costly gaffes to clients’ reputations.