Even with capable technologies, however, multilingual marketing can still require a significant investment, and some business leaders may wonder multilingual communications actually improve business performance. A new study by Common Sense Advisory contains interesting insights on why global enterprises use multilingual content, and it provides compelling evidence that multilingual communications drive increased revenues and profits.
Translation at Fortune 500 Companies is based on an analysis of financial data of companies making the Fortune 500 list, a survey of executives at 49 of those companies, and detailed interviews with 10 companies. While this research obviously focused on very large global enterprises, I suggest that the results are also applicable to companies that aren’t quite large enough to make the Fortune 500 list.
Read this column also on the site of Adam Software
