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Our name
and high brand recognition is an advantage rather than an obstacle.
However, avoiding cultural gaffes is a critical factor in gaining local acceptance for any business operating overseas. Such blunders contribute to failure more commonly than companies realize—and the vast majority of these problems are not unique to the web.
In the mail-order catalog business, for example, adding local toll-free numbers, converting to metric measurements, and offering
payment and delivery options tailored to local customer preferences are just a few issues to consider. Because the
requirements differ for each market, it’s important to work with someone who’s got the experience necessary to steer clear of any serious mistakes or omissions. Catalogs and the web are adapted, not merely translated. Copy cannot be translated literally. It must be carefully adapted, using clear guidelines, to ensure that the proper voice is maintained.
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