Communicating with the global marketplace

Abstract

In the global market of the 21st Century, an English-language product will not be able to sell on its own merit. Potential buyers will expect it to be available in their own language. Although the reasons for developing a global product are as varied as the companies that produce them, communicating with individuals from different cultures is not as easy as it seems. Translation strategies will have a major impact on ultimate production costs. Technical communicators need to develop new skills to meet the expectations of these potential customers and the needs of the ever-changing business environment.