Chris explains that, “For decades, global corporations have followed a predictable approach to innovation. They have developed new products and services for home markets, and then exported them.

That has worked well enough historically, but the dynamics of global business are changing. The bulk of economic growth is in the developing world, and the needs and opportunities in the developing world are simply too distinct for the old approach to work.

Corporations must learn a new trick: Reverse Innovation. They must learn to innovate in the emerging economies, and then bring the innovations home.”

For more information and to read a review please visit,  The Economist.

Do not use slang, colloquialisms, or improper grammar. Catchy marketing phrases do not work across cultures and languages – sometimes they don’t even work in different countries with the same language. Electrolux was thrilled in the UK with the response to their slogan “It sucks”. They could not understand why it was not well received in the United States!

2. Drop local references or specific country places.

Unless you plan on changing the marketing copy for each country that speaks the same language, do not make specific references to a particular geographic area or local customs. On the other hand, if you are targeting specific groups of consumers, it is best to adapt marketing materials to each country. In this case, use local references, terminology and the right currency.

3. Make pictures culturally appropriate.

A well-distributed magazine about diversity and opportunity for African Americans featured an Allstate full page back ad with a glowing white family leaning out the car windows. Oops, wrong target audience. The pictures need to reinforce the ad copy and targeted audience. People notice the glaring errors and they also can pick out foreigners in local publications.

4. Allow white space.

Translation expands the written copy and can be 20 – 30% longer depending on the language. A favorite example is “Fahrvergnugen” which is one German word but when translated it becomes four words in English – “the pleasure of driving”.

5. Make sure the original copy is well written.

Even the best translation company can’t fix bad writing. Bad writing always equals bad translation.

6. Stay consistent

When you develop you marketing message, keep it consistent and use the same tested translation. Often, we see companies letting their in-country distributers translate the marketing materials. This is the equivalent to having the sales force write the marketing material.

A huge share of the business market is being missed if you are only targeting English speaking audiences.  Less than 10% of the world’s population speaks English as their first language, yet if information about a product is in a person’s native language, that person is four times more likely to purchase.

9.  Provide Good Copy

Providing well written English copy is the most important first step to insure a quality foreign language translation.

8.  Quality of Linguist

Use a trained and reputable linguist from a qualified translation company.  One hospital tried to use a bi-lingual cleaning lady to interpret for a doctor and patient but culturally, the cleaning lady felt uncomfortable questioning the doctor and asking for clarification.  Unfortunately, she told the patient that she needed stomach surgery when she only needed a pap smear.

7. Know Your Audience

Translate for the audience.  If using a Caribbean French translator for Canadian documents, it will look sloppy because of the geographic language differences.

6.  Keep a Consistent Voice 

Using different linguists is like using different writers – everyone has their own style.   One may use the word “dinner” and another use the word “supper”.  You want consistency.

5.  Use Correct Grammar

Catchy marketing phrases do not work across cultures and languages.  For example “got milk” was translated to “are you lactating?”    Try to avoid double meanings – they rarely ever translate.

4.  Avoid Colloquialisms and Slang 

In English, we understand what it means to say “that’s hot” or “that’s cool” but it doesn’t carry the same meaning into other languages.

3.  Localize when Necessary. 

Localizing the document means making it appropriate for the audience in a particular target area.  If selling in a particular country, consumers will want to see the right cultural innuendos, currency, jargons, etc.

2.  Review and Edits

Always have the translated document reviewed and edited.  Translation is like writing where the more eyes the better for an important document.  Do not use machine translations.

1.  Track Changes

Keep track of all changes when editing the original copy to save costs on translation edits.

According to the Center, “On average, clients report over $300 million in new export sales every year as a direct result of our assistance.”

For more information on the MA Export Center, please visit www.mass.gov/export.

Is your company doing business in China?  Are you thinking about entering the Chinese market?  If so, please read these tips to produce results.

1. Focus on products that have high labor content value. Products whose selling price is dominated by raw material costs (corrugated stock, sheet metal, bulk wire, chemical feedstock, etc.) aren’t likely to cost less in China than they do at home. Instead, focus your procurement efforts on value added products that require multiple steps to manufacture and package.
2. Get terms. Credit terms use to favor the vendor abroad but times are changing. It’s time to push back. Customers with long-term trading relationships should ask for a minimum of net 30 day terms. Remember that net 30 is still the equivalent of prepayment when you factor in ocean shipping times.
3. Deal directly with your vendors. Forget working with agents, brokers and trading companies that markup your cost and don’t offer real value.
4. Negotiate the price in RMB. Small and mid-size North American companies now have access to foreign exchange banks and can arrange for direct payments in RMB. Paying your vendor in yuan takes currency variation out of his court and makes you a more attractive customer.
5. Know your vendor! Pick up the phone, visit, make a plan to reach out and establish a direct relationship.

The Massachusetts Export Center’s Export Expo provides a forum for exporters to connect with the wide variety of export resources available in Massachusetts while learning about issues that impact their day-to-day export operations.

Exhibitors will include law firms, banks, freight forwarders, consulting firms, translation firms, customs and compliance automated solutions providers, and various government and non-profit organizations serving the export community.?Coinciding with the exhibition, the Export Center will convene workshops and panel discussions throughout the day on a wide variety of export-related topics, such as global supply chain management, export regulatory compliance, global trade risk mitigation, international marketing and business development, legal issues in international trade, and more!

Date: Monday, December 5, 2011

Time: Registration & Exhibit Area Opens at 9:00 a.m.; Program 10:00 a.m. - 4:00 p.m.

Location: State Transportation Building, 2nd Floor Conference Center, Boston

Cost: $35 (includes continental breakfast; does not include parking

Join Secretary Gary Locke in celebrating World Trade Month and take the opportunity to explore the many exciting things going on this month, including the release of a new National Export Strategy, from our International Trade Administration, and the announcement of the winners of the President’s E-Awards, which have been rewarding excellence in exporting for 50 years. 

For more information, please visit http://trade.gov/worldtrademonth.

The five spices are equal parts ground cinnamon, cloves, fennel seed, star anise, and Szechuan peppercorns. Due to the popularity of Chinese cuisine, this mixture is now available premixed in most North American supermarkets.

What is the Greek word for spice?

The Greek word for spice is “aroma.”

What are the leaves of the coriander plant called?

Cilantro. The Coriandrum sativum plant is native to southern Asia and northern Africa. The seeds are often ground into Indian curries and other dishes, while the leaves are often used in Mexican and Thai cuisine. Cilantro is also often referred to as Chinese parsley.

What is the world’s most expensive spice?

Saffron. It comes from the dried stigmas of the saffron crocus. It gives many Spanish, Portuguese, and North African dishes a beautiful golden hue. But like real gold, saffron is costly. Up to $5,000 a pound, in fact. Fortunately, it is so flavorful, only a couple of hair-like strands are needed to flavor and color a dish.

What is the national spice of Hungary?

Paprika. It’s most commonly made by grinding sweet red bell peppers, though it is also made with hotter varieties. A popular variation is smoked paprika. It is the only spice that is traded more as its ground version than its whole version.

Part of being successful in international business, is learning about new cultures.  Be willing to expand your horizons and you will see positive results.   One company that can help you learn about the nuances of different cultures is Rapport International.   Rapport International is a full-service translation and interpretation company providing quality translation done by experienced translators in over 100 languages.