We advise that you plan a language strategy for your business in order to maximize export opportunities.
The first step is to identify your international target markets and the languages they speak – remember, many countries are multi-lingual. You will then need to spend some time thinking about how you are going to target each market. Often this will involve producing a range of marketing materials and information, and if you are manufacturing products, this may also include technical information for manuals or even product labels. All this material will need to be translated and probably localized for each individual foreign market.
You will also need to give serious consideration to the different cultures in the different countries, and even in the different regions within one country. You’ve probably already heard the horror stories where one word with positive connotations in one country has negative connotations in another.
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