When a multinational company, a university or an EdTech platform decides to take its training plans to other countries, the success of this move does not only depend on the quality of the content. If the end user (whether that’s an employee completing their corporate onboarding or an online master’s student) is faced with obscure sentences and literal translations, the learning process breaks down. To prevent students from dropping out of courses and to ensure that information is properly assimilated …
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Sustainability has become a core pillar of corporate communication in today’s business landscape. Publishing ESG (environmental, social, and governance) reports is no longer simply part of public relations; it has become a regulatory requirement for operating in international markets and securing institutional investment. (1) Nevertheless, senior management often overlooks a key risk: a terminological equivalence error in these documents can turn legitimate environmental management into a reputational crisis through unintended greenwashing. (2, 4) When information on carbon footprint reduction, diversity …
Penetrating new e-commerce markets calls for building a language infrastructure tailored to local markets with a view to earning the trust of consumers in each region. (1, 4) Although English is often regarded as the lingua franca of business, relying exclusively on it on a digital platform significantly reduces conversion rates in continental Europe. (2, 3) For Spanish SMEs looking to export, web localization should not be seen as merely translating text, but as a strategic investment designed to cut …
The international expansion of a digital business requires a solid multilingual infrastructure to gain the trust of buyers all across the world. In a highly competitive global market, brands needs to adapt their content to ensure the user experience feels natural and flows easily in each target country. (1) For online stores seeking to export, translating and localizing catalogs isn’t a minor expense, but an initial strategic investment to maximize conversion rates. (2) Below, we analyze how the translation and …
In the current digital panorama, the way in which users and global companies find information, products, and services is undergoing a truly historic transformation. The boom in Artificial Intelligence (AI) assistants and conversational search engines —such as ChatGPT, Perplexity, Gemini, or the new Google-driven search engine— is gradually replacing traditional lists of blue links with summarized responses drafted directly onto the screen. (1) For B2B brands operating internationally, this transition requires an urgent migration from classical positioning on search engines …