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Why Many International Businesses Are Not as Global As They Think
(Boston, MA) – Globally, businesses spend $31 billion a year on translation and localization services. But is paying for language services enough to build a global enterprise? Not according to new research from independent market research firm Common Sense Advisory, which found that establishing a link between globalization and shareholder value is more important than ever before.

Based on 50 interviews with individuals working at global companies, a new report by Common Sense Advisory, “How to Excel as a Globalization Champion,” provides specific strategies and tactics for eliminating roadblocks that prevent firms from integrating globalization as a business process enterprise-wide. The report describes how localization and translation managers from several industry sectors, including clean energy, consumer, insurance, life sciences, manufacturing, retail, software, telecommunications, and transportation, set up and promote their international initiatives. It also highlights the tactics they use to overcome internal opposition. The report reveals the underlying reasons for the disconnect between upper-level support for global expansion and the actual work required to make it a reality. It also outlines the six steps required to build and maintain sustainable globalization strategies.

Demand for localized products around the world is exploding. “Consumers in emerging markets are now more adamant about local requirements in their role as the engine of growth for many companies around the globe. However, our research clearly demonstrates that hiring a translation manager is not enough to meet their growing needs. Businesses require an internal globalization champion in order to increase and sustain international revenue,” comments report lead analyst Rebecca Ray.
The 36-page report includes:
  • How to link translation, localization, and language services to the bigger picture of international business to ensure sustainable executive support for funding and staff
  • Results of 50 interviews with globalization champions that identify how they establish their initiatives, the challenges they face, and the degree to which they have been successful
  • Four causes for the disconnect between upper-level support for global expansion and the actual work required to make it a reality, along with the tactics to get around it
  • Six steps required to build and maintain a globalization strategy
  • Four pillars of successful evangelization programs
“In today’s economic climate, worldwide revenue is more important than ever for diversification,” adds Ray. “At the same time, many view international expansion as complicated and full of risk. This report outlines the steps that any organization can follow to lessen exposure to the rest of their business operations as they go global.”

For more information about Common Sense Advisory’s research, visit http://www.commonsenseadvisory.com.

About Common Sense Advisory
Common Sense Advisory, Inc. is an independent research and analysis firm specializing in the on- and offline operations driving business globalization, internationalization, localization, translation, and interpretation. Its research, consulting, and training help organizations improve the quality of their global business operations. For more information, visit: www.commonsenseadvisory.com or www.twitter.com/CSA_Research.
Submitted On: 9/19/2011

Common Sense Advisory research and analysts are frequently cited in the New York Times, International Herald Tribune, Wall Street Journal, Boston Globe, Fortune Magazine, Inc Magazine, and BusinessWeek.
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