Adding Transcreation to the Corporate Toolbox
by Rebecca Ray
October 03, 2013
October 03, 2013

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The competition for emerging consumers worldwide continues to heat up, forcing companies to take local market preferences into account much sooner when developing their messaging and product rollouts (see "Market Entry Decisions," Jul13). Transcreation – the process of adapting or re-creating content in order to deliver the same impact as the original – can play a major role in enabling marketers to reach local prospects and customers according to their expectations and on their terms.

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