![]()
Section 1: YOUR COMPANY’S TRANSLATION STRATEGY
Without a translation strategy, your company could be vulnerable in the interdependent global marketplace of the 21st century.
More than a language strategy, a translation strategy drives the internationalization of a company’s strategic planning so its products and/or services can compete in the international market while sustaining its ability to monitor and maintain the expansion.
Why Your Company Needs A Translation Strategy
The following is a think piece for companies to re-evaluate their strategic goals by implementing simple measures to gain a competitive advantage in the world business arena.
Definition of a Translation Strategy
Perhaps your company already has a language strategy. Good start!
A step further is using the power of translation to not just speak a new language, but to exploit a language to create a differential advantage with competitors.
Make your firm’s products or services distinct from rivals by creating and maintaining a superior more than just a competitive offering.
A proactive approach to gaining sustainable market share is possible through the coin of the realm in the international economy – information.
Of course, not all of the valuable information in global business is in English.
When you operate in a Spanish or Portuguese-speaking market, for example, your company needs business intelligence gleaned from information sources in these areas.
While researching, designing, delivering, and marketing your product or service, your translation strategy can operate alongside.
A systematic program (outlined below) can gather and convert data to fuel the business intelligence (BI) your company needs.
Internet research in Spanish, Portuguese, and French, for example, can be conducted and translated into English.
Your translator is a business partner, a part of your team, to increase satisfaction and positively impact the bottom line.
Do a Translation Needs Analysis
A blueprint for a comprehensive translation strategy begins with a consultation with a certified translator like Professor Winn.
An initial discussion should center upon conducting a comprehensive translation needs analysis.
Eleven components would include at a minimum:
1. What are the company’s goals in the next few years?
2. Is management on board with implementing a company-wide translation strategy?
3. Is the company website in the target market language?
4. What markets does the company currently operate or plan to operate ?
5. What are the languages spoken in these markets?
6. What type of information and possible sources in Spanish or Portuguese, for example, should be consulted?
7. How often will information be consulted and subsequently translated?
8. What other types of documents will you likely need to translate?
9.What is the expected deadline for these translated documents?
10. Who or which department will be responsible for managing the translations in the company?
11. What is the expected budget to fund translations throughout the year?
Above all, remember the Pareto Principle – the so-called 80/20.
That is to say 20 percent of your activities will account for 80 percent of your results.
A company could then quickly and effectively draw up a road map for using translation to gain an “unfair” competitive advantage over its peer rivals.
4 Benefits of a Translation Strategy
A company’s investment in a translation strategy yields four main results.
First, gain a competitive edge.
Yes, business literature is replete with trite articles about “competitive advantages.”
However, with methodical preparation for managing translations, your company would be a step ahead of the competition.
If you receive information in a re...
