What makes eBay successful in Russia? Why did Starbucks’ ginger coffee fail in Germany? How did McDonalds change its menus in Europe?
In order to succeed globally, enterprises and organizations have to be able to adapt to local circumstances. That includes investing in communication and translation. Language has its price and its value.
Frieda Steurs’ Language is business stresses the economic value of language. In a globalizing world, language has developed into an industry. This book points out the importance of language and communication in modern economies and societies and the need for language professionals.
Read more about the book: Nieuw boek over de economische waarde van taal: Taal is business
Click the play button below to listen to the interview with Frieda Steurs on the LIAs Top 100 Live Countdown Show (May 2017).