I have to list, in no particular order, “Vision”, ”Mission”, ”Goals”, ”Objectives” and “Strategy”.

You typically find one or more of the above words are used to give credibility to management consultants and also comfort to executives.

This is in no way an attempt to disparage the people or institutions that use these words.  But I am going to avoid using them.

I have a simple question.

Is competitive advantage achieved by companies translating their products or services material into other languages?  

For many companies the answer is “no”.

Why?

There is no positional advantage achieved from translation.  This is because their competitors are also offering their products and services in the desired languages.

However, they would be disadvantaged if they did not translate. This begins to explain why there is an unreasonable focus on the cost of translation.

So what is to be done?

A company has to have a distinctive competence to elevate itself above its competitors. This is not something that a translation company can invent for its clients.

A translation provider must also develop its own distinctive competence and communicate this to its clients, thereby staying ahead of its own competitors.

When both client and translation provider innovate in this way, there is the opportunity for this partnership to achieve a collective competitive advantage.

For eTeams, this means our team of Company Directors are involved with every one of our corporate clients. This allows us to listen, understand and make fast company-wide decisions about how we can support their innovation through our own.

‘eTeams – translations you can trust’