Global brands face significant challenges due to language barriers. Studies demonstrate that international shoppers show a 75% preference for purchasing products in their native language. International growth-seeking businesses must partner with localization companies because 59% of consumers who don’t speak English avoid buying from websites that offer English as their only language.
The provided data shows product managers exactly where they need to focus. A total of 35% of companies encounter market entry problems related to language barriers. Workers spend up to two hours every day dealing with poor communication in 55% of the scenarios. Global business operations now depend heavily on effective localization strategies. Leading brands form partnerships with localization firms to solve these obstacles. Their partnership models yield impressive results.
A thorough case study illustrates the methods successful global brands employ to leverage localization services. They modify their products to comply with local cultural expectations and regulatory demands. Product managers from medium-sized businesses will gain valuable insights into selecting and collaborating with effective localization companies that facilitate international business expansion.
How global brands work with a localization company.
Global brands recognize that translation alone is insufficient for driving international business growth. Specialized localization companies and brands collaborate to customize their products fully for various global markets and cultural environments. The strategy includes language customization, adapting images and colors to local cultural standards, and adjusting operational elements such as time zones and currencies.
Brands gain a competitive advantage when they work with localization companies. These strategic partnerships enable access to native-speaking linguists whose expertise ensures translations meet both linguistic and cultural standards. Localization agencies implement comprehensive quality assurance processes. Translation materials remain consistent because localization agencies adhere to style guides and perform both editing and proofreading.
Localization companies help product teams meet strict deadlines to accelerate market launches through strategic partnerships. These experts utilize project management systems to minimize delays while enhancing coordination efficiency. When considering initial setup costs, organizations typically find that outsourcing to localization experts is generally less expensive than maintaining their in-house translation teams.
Product managers must analyze key factors before selecting a localization partner. Specialized industry knowledge enables the agency to grasp market information and terminology accurately. Analyzing client references and case studies confirms whether the agency provides precise translations and satisfies client requirements. The right technological tools are also necessary. Translation memory systems and computer-assisted translation (CAT) tools, along with quality checks, facilitate seamless operational integration.
Successful partnerships between global brands and localization companies develop from more than standard client-vendor connections. Innovative brands’ product development teams include localization specialists. Teams can release products in multiple languages simultaneously because agile development methodologies support this type of approach. Modern businesses integrate localization into their development process from the beginning. Modern organizations integrate localization into every development sprint and share this responsibility with both designers and product managers.
Key collaboration models between product teams and localization services.
Structured collaboration models between product teams and localization services need to align with both business goals and operational capabilities. Selecting the appropriate strategy poses significant challenges for many organizations. Successful localization strategies require meticulous planning and collaborative efforts from executive leadership as well as marketing, development, and analytics teams.
- Centralized vs. Decentralized Models
Under a centralized model, all translation activities throughout the organization are controlled by a single localization team. This method enables companies to maintain uniform terminology, delivering a consistent style and tone that fosters a cohesive brand image. Through centralized management, companies benefit from economies of scale, eliminate duplicate work, and enhance quality control measures. This model produces a 33% revenue boost because customer trust increases when they perceive messaging as authentic.
Under the decentralized approach, various departments or regional teams are responsible for localization tasks. This organizational structure allows for greater flexibility and improved local market understanding, yet it often results in inconsistent quality levels and disjointed workflows. Businesses with multiple products targeting various markets benefit from implementing this organizational strategy.
- In-house vs. Outsourced Approaches
Businesses must evaluate multiple factors to determine whether to handle localization in-house or through an external provider.
1. Resource Allocation: Companies gain direct managerial control through in-house teams, but face significant expenses related to staff recruitment and retention, as well as employee development. Specialized localization companies deliver expertise that is ready for use without requiring full-time staff positions.
2. Scalability: External services handle unexpected volume changes easily. Internal teams face challenges when workload peaks, but they also encounter idle periods during less active times.
3. Quality Management: LSPs provide dedicated project managers and specialized linguists supported by validated quality assurance processes, which internal teams generally lack.
Innovative organizations now use hybrid models. To expand capabilities, they merge their internal localization staff with specialized external partners. Gaining strategic control and tapping into specialized expertise make the balanced approach especially beneficial for medium-sized companies pursuing international growth.
The collaboration model selected by product managers influences both the translation quality and market success in international territories.
Case study: NAVEX Global’s success story illustrates how strategic collaboration with a localization partner enabled a global brand to scale its operations.
NAVEX Global’s partnership with its localization partner exemplifies how effective collaboration drives tangible business growth. NAVEX provided governance, risk, and compliance services to over 500 multinational companies, which led to the emergence of a complex problem. The company required consistent localized content delivery for its clients operating across 100 different countries.
- The Challenge: Global Scale with Local Precision
NAVEX experienced difficulties in delivering efficient translation solutions for their client websites and awareness campaigns until they chose the appropriate localization partner. Their operations required a system to manage round-the-clock services across various global time zones. Strict confidentiality standards for sensitive compliance materials were essential requirements for the solution.
- Partnership Approach: Beyond Simple Translation
NAVEX selected Propio as their localization partner based on a thorough evaluation of multiple essential factors.
These companies offer dedicated governance and risk compliance expertise to the industry.
- 24/7 secure online translation capabilities.
- Time-tested processes for handling confidential materials.
This partnership demonstrates a mixed-model integration where NAVEX’s operations ran seamlessly with Propio’s localization services. Propio established targeted escalation procedures for NAVEX’s confidential hotline reports while also instructing their core team about NAVEX-specific procedures.
Transformation Through Strategic Localization
NAVEX gained significant operational enhancements through its beneficial partnership.
1. Reduced administrative overhead
2. Minimized communication issues
3. Simplified processes
4. Improved turnaround times
NAVEX currently manages linguistic translations across more than 125 different languages. Spanish, along with Chinese and Japanese, is the most commonly requested language. The partnership between NAVEX and its allies has evolved and changed over the past decade. The two companies collaborated to enhance their processes, thereby creating operational efficiencies.
Product managers planning to partner with a localization company will find valuable insights in this case study. The case study demonstrates that successful partnerships are formed by selecting partners based on their industry knowledge and workflow compatibility, rather than solely focusing on cost. Successful localization partnerships typically develop from initial, fundamental transactional interactions and evolve into cooperative endeavors that support business expansion.
Conclusion
Strategic collaborations with appropriate localization companies drive successful global expansion. International business expansion faces significant obstacles due to language barriers, as 75% of consumers worldwide prefer to buy products in their native language. Product managers should consider localization as an essential part of their business operations, rather than a secondary consideration.
NAVEX Global’s case study demonstrates that successful partnerships extend beyond basic translation services. A decade-long partnership with a specialized localization firm led to improved operations, enabling them to offer services in over 125 languages to clients worldwide. A good localization partner functions like an extension of your product team through its linguistic skills and cultural understanding.
Product managers need to evaluate possible localization companies by assessing multiple vital criteria. Specialized industry knowledge enables precise translations of technical terms. The level of technological capabilities determines how well integration functions across different markets. Proven quality assurance processes ensure brand integrity across all localized materials.
The most effective localization strategy aligns business objectives through either centralized or decentralized models, while striking a balance between internal resources and external partnerships. The initial costs of collaborating with a seasoned localization firm yielded measurable benefits, including faster market access, enhanced operational efficiency, and global customer connections.
International expansion necessitates that medium-sized companies select suitable localization partners for sustained global growth. Product managers who prioritize localization throughout their development lifecycle enable their organizations to expand across language and cultural barriers without disruption.
