Convincing local technicians to collaborate on the terminological rigor in strategic international unity
Who validates who and what?
To each man his trade. Technicians are too often used as editors, whereas their role is at the most to validate the phraseology and the technical terms. The structured, tripolar relation “Client – Local – Eurologos” (all the more so with your glocal office) puts an end the impasses that sometimes occur between the dealer or local subsidiary and the parent company (the client). Sometimes a diligent collaboration with the Eurologos translators or revisers is put in question.
Rendered jealous by the intervention of a partner (Eurologos) in the relationship with the parent company (the exporting or multinational client), the “local” technician finds it hard to accept that, in the end, it is up to the multinational marketing center to manage the direct communication and advertising operations in the different markets.
The aim, of course, is to reach marketing unity and homogeneity in all the corporate and local communications.
Each partner must play his part with rigor: the client (the exporting or multinational brand) must drive and keep control of the project; Eurologos must ensure the validation of any final multilingual communications document; the local technician must contribute, with all his competences, to the precision of the edited texts.
The management and the control over international communications must remain in the hands of the client.