Closer-INT sets out to analyse the internationalization strategies of Andalusian companies from the perspective of international content management.The project identifies and describes all the types of communication required for international business transactions.
The project addresses the way in which Andalusian companies use and leverage these specialised services. Closer-INT sets out to respond to the following questions:
- What does the Andalusian company know about added-value language services for internationalisation?
- How does the Andalusian company use these services?
- How is the content created for internationalization purposes received by international partners?
Thus, Closer-INT analyses the quality and communication impact on the different agents: direct business partners; subsidiary agents in internationalization processes (logistics, banking, sales/distribution, marketing, etc.) and lastly, the target consumers in the different cultures and languages that are the focus of internationalization.
An effective process for adapting multilingual and intercultural content may facilitate the success of brand and product internationalization campaigns. Content management for internationalization purposes is highly complex if the following process areas are taken into account:
- variety of mediums for business communication (digital, audiovisual, paper)
- methods for processing multilingual information (translation, transcreation, localization, interpretation, etc.)
- quality criteria adapted to each type of business communication
- costs and resources required for each language service.
Project location:
Universidad Pablo de Olavide
Grupo de investigación Interglosia HUM996
Collaborating Entities:
Extenda (Junta de Andalucía)
Tatutrad
INNN
Heriot Watt University (Scotland)
UNC Charlotte (USA)
Universidad de Alcalá de Henares
Universidad de Granada
Universidad Autónoma de Madrid
Universidad Internacional de Valencia (VIU)