MultiLing Panel on International Business

My time was well spent attending the MultiLing Multicultural Celebration. Our recent international PR work on cleantech issues for Ukraine and Singapore makes this topic timely for PilmerPR . A distinguished panel of experts offered many valuable insights on doing business internationally. Here are some of their comments “in the raw.”

 

Panelists:

Brian Chandler:   MultiLing

Localization and translation is key to international success. Think global right from the start. Think about compatible markets.

Franz Kolb:    GOED

Utah is the only state to double its exports internationally in past 5 years. Countries are sending ambassors to Utah to find out how to “do it” right. 80% of startups fail in first 5 years. 80% of those surviving 5 years, fail in the next 5 years. Research country commerce guides. GOED has knowledge base of funding resources for international trade missions and business exploration. Do not scrimp on localization and translation budgets. Professional translation reflects on the company. Get competent legal advice.

Alan Melby:   BYU, ATA

Localization requirements depend on the purpose. Engineering specs or development manuals may not need localization, but localization is vital for marketing material. Google is an example of poor localization capabilities.  Tech support documents that need minute by minute updating may be a waste for localization bandwidth. Not localizing should be the exception.

Tamara Gaffney :   Adobe

Adobe not only looks for revenue opportunities internationally, but  is looking for countries that are stable for future business. Adobe has a company branding and localization system in place to make sure they cross borders without challenges.  Sales contracts are really important to localize and translate accurately. Think globally when programming software that may need to cross languages in the future.

Quinn Sutton: Certiport

Expand internationally based on research for your own industry, not on general trends. US Chamber of Commerce is a great resource for US companies seeking to go abroad. It’s about maintaining a consistency of corporate brand that cannot change across borders and flexibility based on local customs and traditions–that’s a balancing act.  “Panamerican Spanish” is an example of non-textbook sensitivity for localization.

About the Author:

As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.
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