2005 · 10 citations · 1 references
BusinessInternational BusinessTranslation StudiesGlobalizationInternational TradeLocalizationGlobal CommunicationGlobal LocalizationInternational SourcingInternationalization ProcessLocalization StrategyTransnational CorporationsCore Values AlignmentCore Values ArticulationInternational Market CommitmentsInternational Market Growth AnalysisInternational Market OrientationLocalization Of StandardsProduct InternationalizationService Internationalization
A-dec Inc. is a dental equipment manufacturer headquartered in Newberg, Oregon. A 40-year leader in the dental products industry, A-dec/spl trade/ has targeted the international market as their growth market. The change in scope has brought with it the recognition that the A-dec Technical Communications team must address how to align their content to support an international audience, as well as clearly communicate the company's core values. The process has been ongoing and dynamic as new discoveries occur. They faced the challenge of understanding the differences between translation and localization, which started their education in the area of necessary requirements for competing in the international marketplace. This case study discusses their journey towards creating a globalized product.
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