SPRUNG, Robert C. (ed.)
The boom in international trade has brought with it an
increased demand for addressing local consumers in their native language
and cultural idiom. Given the complex nature and new media involved in
communicating with their constituent markets, companies are developing
ever more complex tools and techniques for managing foreign-language communication.
This book presents select case
studies that illustrate the state-of-the-art of language management. It
covers a cross-section of sectors, each of which has particular subtleties
in language management: software localization, finance, medical devices,
The book also covers a cross-section of topical and
strategic issues: time-to-market (scheduling
challenges; simultaneous release in multiple languages), global terminology
management, leveraging Internet, intranet, and email, centralized versus
decentralized management models, financial and budgeting techniques, human
factors; management issues unique to language projects, technological
innovation in language management (terminology tools, automatic translation).
The target audience is language professionals involved with the management
aspect of language projects. This includes translators and linguists,
managers at language-service providers, language managers at manufacturing/service
companies, educators and language/translation students. The heart of the
book is the concept of the case study, particularly the Harvard Business
School case-study model. Industry leaders and analysts provide some 15
case studies covering the spectrum of language applications. Readable
and nonacademic--it can serve both as a text for those studying language
and translation, as well as those in the field who need to know the "state-of-the-art"
in language management.
2000 - 239 Pages