Communication and Localization in a Shrinking World

While it may be easier to believe that business speaks in one and the same language across borders, that notion is far from the truth.

In our third edition of a multi-metro series, we spoke with localization and translation experts to discuss how to be successful in communicating cross-culturally and what trends they see in global communication. Given the acceleration of technology and the increasing prominence of non-English speaking countries in international business, language and business could interact very differently in the near future.

Watch the event HERE. And read the summary below.

Culture as the Most Important Consideration

Culture influences relationships, humor, individuality, personal space, language, and, invariably, business and its communication. Idioms, slang, and politeness can all contribute to mis-translation. As discussed by Todd Cornell, President of Cultur668, “having a dual mindset is key,” especially in dealing with languages like Mandarin that have many concepts that don’t even translate into English. For instance, in China, saying “以后再说” (yihou zaishuo), which literally translates to “talk about it later,” actually means that we won’t discuss this again. Because the Chinese places great value on relationships, polite rejections became the norm.

Standardization versus Localization

Understanding culture is also the cornerstone of localization. Israel Sanguineti, CEO of Soluzioni International, explained “tropicalization” strategies for trying to localize to Latin American customers, including changing fast food meal pairings to fit local tastes and choosing bright and familiar color schemes on webpages. Some standardization needs to be sacrificed when expanding abroad and across cultures. Just as the needs of consumers change across borders, business strategies that work for one region of the world may be completely ineffective in another. It is important to understand local tastes and habits and how your service and/or product can fit into their lives

Translation Resources

Common mistakes made when ordering translation services include: not providing clear context, not specifying a style guide, giving short notice, and sending the file in a non-editable format. All of these can deduct from the quality of the translation, and Tatiana Shcherbinina, President of Ruspan Communications, suggests that businesses should purchase a translation style guide or create a translation template with styling specifics because standardization is key for document translations. As for real-time, conversation translations, technology-driven services have become more prominent. Virtual meetings can now be simultaneously interpreted by a new platform offered by Transglobal Inc. Natalia Vernigora, Executive Director of Transglobal Inc., believes that by leveraging technology, meeting, connecting, and communicating in everyone’s language will no longer be a show-stopper.

Future Trends in Global Business Communication

Artificial intelligence has potential to transform global communication and translation services, but whether it will replace language professionals feels like a discussion for the farther future. As Todd Cornell of Cultur668 stated, “Artificial intelligence will be challenged by languages that have a profound cultural makeup…(Currently) it seems that computer translation is lagging because of the cultural mindset and vocabulary that is so important in those languages.” Furthermore, whether another language will supplant English as the basic language of business shares a divided opinion; some think English will retain its sole prominence, others see a potential for Mandarin Chinese to have a huge impact. Another issue to scrutinize is that because while the world is shrinking, all cultures still vary in experience with maneuvering cultural diversity, and that rubbing of shoulders with different worldviews may challenge future global communication.

Speaker Biographies

Natalia Vernigora - Executive Director of Transglobal Inc. - Natalia has 20+ years in the language service industry with extensive experience in translation, localization and interpreting. In depth understanding of CAT tools and translation technology trends. Successfully masterminding new business and sales strategies that create and exceed revenue growth; executing high-visibility, transformative marketing initiatives within governments, NGOs and Fortune 500 companies. Manage and motivate Business Development teams; recruit, coach and manage sale cycles/pipelines. Focus on trends within localization and IT advances, competitive analysis and differentiating solutions across various target industries. Noted for the ability to create collaboration and efficiency within highly matrixed environments - integration of sales and operations. Successful solution architect and resource enabler for execution upon award. Strong interpersonal and communication skills – quickly build, foster, network and maintain business partnerships/relationships with clients and team. Cultivated global outlook and cultural understanding from living overseas and having traveled extensively. Fluent in Russian, Spanish and French.

Tatiana Shcherbinina – President of Ruspan. Tatiana holds an M.A. in Linguistics and Translation Theory and has over 10 years of experience working as a translator and interpreter for major international companies and law firms. Having first-hand knowledge of translation processes and global communications needs, Tatiana founded Ruspan Communications Group. Ruspan is a world-class language company specializing in translation, document preparation and copywriting services using a customized, client-based approach for companies that value quality and precision. Various other services available through Ruspan Communication Group include transcription, transcreation, interpretation, glossary compilation, cultural and third-party consulting.

Todd Cornell - President of Cultur668. Todd is a China Expert and China Business Culture Consultant who lived and worked in East Asia for over 20 years. He possesses an above average cross-cultural skillset and is certified fluent in Mandarin Chinese. He has negotiated and managed multi-million-dollar technology transfer projects, joint ventures, and manufacturing businesses in Taiwan and Mainland China. Some of the companies he has assisted include Baskin-Robbins, Hilton International, SAS Radisson, and Corning Inc.

Sr. Israel Sanguineti - CEO of Soluzioni International. Israel holds a bachelor's degree in Law and Political Science, with a Master in Business Administration (MBA) from La Rioja University in Spain. He is currently pursuing a second Master's Degree in Marketing from the University of Chile. With two postgraduate degrees, the first in Human Sciences in the Diplomatic Foundation of Peru and the second as Specialist in International Trade. He has been a speaker at Promperu, the Lima Chamber of Commerce, Adex, the National Society of Industries, etc. Israel is also Professor at the Peruvian University of Applied Sciences (UPC). Israel has more than 10 years of experience in International Business, in FDI and participation in more than 50 International Fairs.