When developing content for multiple locales, in multiple languages, companies struggle with the idea of translation versus transcreation. Transcreation is about recreating the content in a language and style that connects with...Read More
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Localizing content may sound simple, but it is a very complex and intricate task. In this brief conversation, Professor Nitish Singh discusses with Devyani Bhattacharjee, Director of Marketing Localization, how SAP manages...Read More
Can there be a global brand strategy? This question is not only context specific but also very much driven by understanding customer needs. Professor Nitish Singh discusses with Leona Frank, Manager of European Brand Strategy...Read More
Free machine translation (MT) is great if you’re trying to get the gist of some foreign language content you stumbled upon on the web. But is free machine translation appropriate for use at work? C’mon, you’re kidding, right?...Read More
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