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
Capabilities are differentiators that improve a company’s ability to compete in the marketplace. In order for them to work in an efficient way, capabilities need to be part of a system stronger than the sum of its parts,...Read More
Differentiating capabilities. They’re what management buys. But, we all too often get caught up in selling features. Watch this video from Strategy& and discover what a differentiating capability is and why they...Read More
From the album, Mandatory Fun, comes this brilliant parody video by “Weird Al” Yankovic. Set to the music of the hit single, Blurred Lines by Robin Thicke featuring Pharrell Williams and T.I., this video will delight...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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