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If we apply these four strategies to translation and our pancake example, our choices could look like this:

 

A. International: Swap your Sunday pancake tradition with a morning stroll in the park (in English and maybe in other languages)

 

B. Localisation: Swap your traditional Sunday chilaquiles for a morning stroll in the park (in Spanish in Mexico)

 

C. Glocalisation: Swap your indulgent Sunday breakfast tradition with a morning stroll in the park (in Spanish in Latin America)

 

D. Standardisation: Swap your indulgent weekend breakfast tradition with a morning stroll in the park (in English and in all other languages)

 

Why change “Sunday” to “weekend”? To make it easier to enter other markets. In most Arab countries, Sunday is a workday, with Friday and Saturday being the weekend.

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