Cracking an international market is a goal of most growing corporations. It should not be that difficult, yet even the big multi-nationals run into trouble because of language and cultural differences. For example.The name Coco-Cola in China was first rendered as Ke-Kou-Ke-La. Unfortunately, the Coca Cola company did not discover until after thousands of signs had been printed that the phrase means "Bite The Wax Tadpole" o "Female Horse Stuffed With Wax," depending on the dialect. Coca Cola then researched 40,000 Chinese characters and found a close phonetic equivalent, "Ko-Kou-Ko-Le," which can be...
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