The best business strategy is to make a perfect combination of internationalization and localization. Because every culture understands the world in its own way, counting on a good translation service is a robust global strategy for international companies.

1. Translation—Completes Every
Organization’s Global Strategy!

2. USA | Japan | Brazil | Taiwan
The Current Trend Of Translation
 Reinforcing our local values is one of our ways to face globalization.
While the world goes global, we intend to preserve our identities to
achieve the perfect combination of internationalization and
localization.
 Translation plays an important role while designing a business’
global strategy by adapting content to each local identity in the best
way possible.
 Because every culture has its own way of understanding the world,
counting on good translation services for new markets is probably
one of the best strategies for international companies.

3. USA | Japan | Brazil | Taiwan
Thinking Locally While Moving Globally
(1/2)
 Companies in expansion should consider the importance of a good
translation.
 Even though almost every big or small international company has
understood that using native languages is important for creating
presence in a new country, not many give due importance to the
benefits of using them properly and investing time, effort, and
money in translation.
 Counting on a good translation service can ensure that all the
company’s principles and goals are understood by the new clients.
 We could even go further and say that making the most of a
language can be the final means to guarantee the success of a
business expansion endeavor.

4. USA | Japan | Brazil | Taiwan
Thinking Locally While Moving Globally
(2/2)
 Let us take marketing as an example.
 To translate a marketing plan into another language, the first
questions should be:
 What differences exist between the two countries with regard to
consumption habits?
 How should language be used to communicate better with the new
clients?
 An accurate translation can improve the brand image and build
interest about it.

5. USA | Japan | Brazil | Taiwan
Case Study : Ikea (1/2)
 This Swedish furniture company has revolutionized the furniture
market so much that homes worldwide share the same style.
 Apart from the way the Swedish wood market has contributed to
this company’s expansion, Ikea’s success would not have been
possible without the extensive adaptation of their marketing
strategies to new markets.
 Its website has been translated into more than 40 languages, and a
large part of its marketing budget is dedicated to the catalog
(including its translation).

6. USA | Japan | Brazil | Taiwan
Case Study : Ikea (2/2)
 Adaptation of advertising to the new
clients’ way of thinking and purchasing
has contributed to guaranteeing success.
 Let us take a commercial that was
broadcasted in Spain as an example:
“Bienvenido a la república independiente
de mi casa” (“Welcome to my home independent republic”).
 It became such a huge success that Ikea commercialized a doormat
with the commercial’s slogan for its exclusive sale in Spain.

7. USA | Japan | Brazil | Taiwan
English: International Language?
 Languages are not only a tool to transmit
information but also a vehicle to express
each culture’s way of being.
 English is the international language;
however, people still prefer using their
native languages for advertising,
particularly in countries where English is
not widely spoken.
 A good translation makes a crucial
difference to the way content is received
and to the way a company is considered in
another country.
The Swedish slogan "Bättre söm åt alla" and its
translation to English "Better sleep for everyone"

8. USA | Japan | Brazil | Taiwan
Last Word
There is no doubt about the fact that Ikea would not have triumphed
globally if its advertising was in Swedish.
However, contrary to what many would think, an English-speaking
company would not have achieved international acceptance had it
offered communication and marketing in English.
In a global yet local world, paying attention to native languages is
crucial to guaranteeing the success of international companies.

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