Sprung, Robert C. (ed.) Translat-ing into Success: Strategies forGoing Multilingual in a GlobalAge. Amsterdam and Philadelphia:John Benjamins Publishing Com-pany, 2000, 239 pp.

Ano: 2003 | Volume: 2 | Número: 12

Autores: Christina B. Shaver

Palavras-chave: Review, Sprung, Translation, Strategies, Multilingual, Global Age

Resumo Inglês:

Translating into Success: Strategies for Going Multilingual in a Global Age, edited by Robert C. Sprung, also editor of Language International (a trade magazine for the language professions), is a collection of inspiring case studies and process reviews of real companies struggling and succeeding in multilingual expansion. The American Translators Association sponsors the compilation, as part of  the Scholarly Monograph Series, aiming, according to Sprung, to provide the language industry with urgently needed “standards of excellence.” Each of the fifteen case studies is embedded in one of the five sections of Translating into Success: Cross-Cultural Adaptation, Language Management, Localizing the Product, Language Tools and Techniques, and Language Automation. Time magazine, Microsoft, and Eastman Kodak are among the companies engaged in globalization that recount their successful battles of internationalization (designing a product so that it supports usage around the world) and localization (taking a product and tailoring it to an individual local market).