Vol. 35, November 2003

The Translation E-Buzz

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Table of Contents


Employee of the Month
John Reding

John is a native of Wharton, Texas, a small town 60 miles southwest of Houston. In 1962 he graduated from Rice University with a BS degree in chemical engineering. Before joining McElroy, John spent 35 years with Dow Chemical Company in Brazoria County, Texas, where his focus was primarily corrosion control projects. John has contributed his talents as a technical editor at McElroy Translation Company for 5 years.

He enjoys reading, gardening, running, watching sports and Seinfeld reruns on TV, living in Austin with his wife of 37 years, and playing with his 4-year old granddaughter and 20-month old grandson.

Getting right to the point, John notes, “Working at McElroy is fun. The people are easy to get along with and the work is interesting and challenging.”

Editor’s Note and Unsolicited Plug: I recently purchased a book of poetry entitled “Antonelli’s River Inn.” If you are even mildly interested in poetry, this book is a must buy. Introducing the collection, the book’s editor Susie Kelly Flateau writes, “The poems - both individually as well as collectively - resonate with a southern charm that flows between grace and despair, between fortitude and vulnerability. Reding captures experiences and epiphanies grounded in everyday life; she reveals a woman who laughs as passionately as she weeps.” The collection is authored by Carlyn Luke Reding. Carlyn, by the way, is John’s bride of 37 years mentioned in his profile above. John and McElroy technical editor Regina Zeyzus provided indispensable copy editing in the final hours before press deadline.

For a copy of the book send a check for $12 made payable to Old River Productions at 1901 Cresthaven Drive, Austin, Texas, 78704. This will cover the cost of postal shipping and handling.

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ELJOTS® Service Mark Receives Registration

McElroy Translation has received an official Certificate of Registration (No. 2,756,278) for the ELJOTS® service mark issued on the U.S. Patent and Trademark Office Principal Register on August 26, 2003. Built inhouse and launched in August 1999, ELJOTS® is a proprietary work flow and content management system that provides real-time project information to employees and clients. ELJOTS® is the second registered service mark held by McElroy Translation, the first being Excellence With a Sense of Urgency®, registered on August 19, 1997. The Houston law firm of Howrey Simon Arnold & White handled the registration applications for both service marks.

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McElroy Translation Celebrates International Translation Day

McElroy Translation held its fifth annual celebration of International Translation Day on September 30. Events marking the occasion included a “lagniappe” game among employees testing their language knowledge, a photo shoot, and a light salad-and-sandwich lunch. Our special guests for the celebration included company founder and owner Ralph McElroy and his wife Diane, and several of our Austin-based translators.

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McElroy Translation Announces Its New and Improved Web Site

Evan Norman, Web Specialist, and Lisa Siciliani, Marketing and Localization Development, worked together for several weeks redesigning and restructuring the new McElroy Translation web site that went online in late September. Their primary focus was to improve user navigation and usability, to make it easier for visitors to see what information is available and to get to it quickly. Content was also updated and expanded, particularly the memberships, services, and FAQ sections. We hope you will take a few minutes to peruse our new site, and update your personal information on the Orders & Estimates page.

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Dedicated Customer Service

Sherri Yarbrough has recently been promoted to handle full-time customer service during business hours to address any client questions or requests on jobs currently in progress or already delivered. Sherri and other customer service staff are specially trained to handle all types of job issues, from scope or schedule changes or language nuance to certifications and delivery options. Your questions about or changes to a job in progress will be handled promptly, helpfully, and expertly by a person who understands our operational processes and is empowered to decide and act to meet your needs.

McElroy Translation customer service staff are also responsible for surveying and anticipating client needs and proposing and developing service offerings to meet those needs. They track customer requests and issues in order to identify both emerging patterns and trends and also special service niches where we can set ourselves apart by providing a high level of accommodation to very particular client requirements. This attention to customer care and personal attention is a hallmark of our 35-year reputation, and is the core of our corporate customer service philosophy — excellence with a sense of urgency.™

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Translating for America

Founded in 1968, for many years McElroy Translation served a client base primarily interested in translating documents from other languages to English. Corporate America wanted to know what international competitors were researching, patenting, and publishing. Our service was and is a crucial link in what has become known as “competitive business intelligence.”

In the 1990s there was a seismic shift in activity as more and more clients recognized that not only did competitors exist beyond national borders…potential customers did, too. The era of localization dawned as we translated information in culturally sensitive fashion to help companies create brand image and maximize international revenues.

Now a new trend emerges and our industry continues to evolve to meet market demand. The article below authored by Isabelle Wong Keller recently published by Texas Asian Chamber of Commerce addresses the economic importance of localization….but this time for a population within U.S. borders that represents a significant consumer purchasing power base.

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More Speak a Language Other Than English at Home

Nearly one in five Americans speaks a language other than English at home, the Census Bureau (news - web sites) says, after a surge of nearly 50 percent during the past decade. Most speak Spanish, followed by Chinese, with Russian rising fast.

California, New Mexico and Texas had the highest percentages of residents who did not speak English at home, but the greatest increase during the decade occurred in states that experienced explosive Hispanic immigration: Nevada, Georgia and North Carolina.

For the first time, the Census Bureau printed out questionnaires in 2000 in languages other than English: Spanish, Chinese, Tagalog (the main native language of the Philippines), Vietnamese and Korean.

More companies are diversifying advertising or marketing campaigns to reach people who speak other languages, said Saul Gitlin, an executive vice president at Kang & Lee Advertising in New York, which specializes in Asian-American multicultural communications.

Chinese is the language spoken most besides Spanish, with 2 million people speaking it at home.

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Localization Industry Awards

Nominate Your Favorites for a 2004 ClientSide Excellence Awards

Awards will recognize exceptional Localization Professionals, Service Providers, Technology Products and Industry Associations that bring innovative solutions to GILT industry clients. Click Here to nominate someone today!

Who should you nominate for an award...

ClientSide Localization Professionals
Technology Tool Providers
Localization Service Providers
Industry Organizations
...It’s quick and easy!!

How do I nominate someone for an award...

All you need to do is visit the nomination page, fill out the form, answer a few questions and your nomination is official! Click Here to nominate your favorites online.

When can I vote for an award nominee...

Voting will begin, once final nominations are announced. Final nominees will be announced on December 15th, 2003. Voting will begin on January 3rd, 2004.

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Spotlight on India

-- Excerpted from the “Put Your Best Foot Forward” series by Mary Murray Bosrock. These publications are available for the U.S., Asia, Mexico/Canada, Russia, Europe and South America.

India

The People

India is one of the most diverse countries in the world. It is a sophisticated, modern, industrial leader that is home to many primitive tribes and millions of poor people. Religion and language separate people. The caste system limits social mobility (600,000 people belong to the lowest caste). Because of disparities in distribution of wealth, a wide gap separates the few wealthy from the many poor.

Meeting and Greeting
  • Westerners may shake hands, however, greeting with ‘namaste’ (na-mas-TAY) (placing both hands together with a slight bow) is appreciated and shows respect for Indian customs.
  • Men shake hands with men when meeting or leaving. Men do not touch women when meeting or greeting. Western women may offer their hand to a westernized Indian man, but not normally to others. Traditional Indian women may shake hands with foreign women but not usually with men.
Body Language
  • Public displays of affection are not proper.
  • Indians generally allow an arm’s length space between themselves and others. Don’t stand close to Indians. Indians value personal space.
  • Indian men may engage in friendly back patting merely as a sign of friendship.
  • When an Indian smiles and jerks his/her head backward -- a gesture that looks somewhat like a Western “no” -- or moves his head in a figure 8, this means “yes.”
  • The Western side-to-side hand wave for “hello” is frequently interpreted by Indians as “no” or “go away.”
  • Use your right hand only to touch someone, pass money or pick up merchandise. The left hand is considered unclean.
  • Do not touch anyone’s head. The head is considered sensitive.
  • Feet are considered unclean. Feet are sacred for holy men and women. Pointing footwear at people is considered an insult.
  • Indians are very sensitive to being beckoned rudely. Hand and arm waved up and down (Western “good-bye”) means “come here.” To beckon, extend your arm, palm down and make a scratching motion with fingers kept together.
  • Never point with a single finger or two fingers (used only with inferiors). Point with your chin, whole hand or thumb. The chin is not used to point at superiors.
Country profile continued in next column

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November
Promotion

Click here to enter our Thanksgiving raffle. On Monday, November 17 a winner will be randomly selected to receive a Thanksgiving Feast from The HoneyBaked Ham Company to be delivered by Wednesday, November 26. We will notify the winner immediately so the holiday can be planned accordingly.

There’s nothing more heartwarming than sharing a gracious meal like this with friends or family - especially when all you do is heat the oven! The Turkey Buffet is a masterful combination of family favorites that serves 14 for dinner or 20 for a buffet. It includes:

Turkey Buffet with Sliced & Glazed Smoked Turkey Breast (2.5 lb.)
and Sliced & Glazed Roasted Turkey Breast (2.5 lb.)
Potatoes Au Gratin (two 35 oz pkgs.)
Broccoli Rice Casserole (two 35 oz pkgs.)
Loaf White Bread
Loaf Rye Bread
Josie’s Honey Mustard (8 oz. jar)
Josie’s Dijon Mustard (8 oz. jar)
Cinnamon Apple Torte (12 oz.)
Chocolate Fudge Cake (1.5 lb.)

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Country Profile - India

Continued from previous column

Corporate Culture

  • Business cards are exchanged and Indians are very conscious of the protocol. Always present business cards when introduced. English is appropriate for business cards.
  • Decisions are strongly influenced from the top. Usually one person makes all major decisions. Attempt to deal with the highest-level person available.
  • It is considered rude to plunge into business discussions immediately. Ask about your counterpart’s family, interests, hobbies, etc. before beginning business discussions.
  • Business is slow and difficult in India. Be polite, but persistent. Do not get angry if you are told something “can’t be done.” Instead, restate your request firmly but with a smile. Plan on several visits before you reach an agreement.
  • You may be offered a sugary, milky tea, coffee or a soft drink. Don’t refuse. Note that your glass or cup may be refilled as soon as it is emptied.
  • Indian counterparts may not show up for scheduled meetings. Be prepared to reschedule.

Dining and Entertainment

  • Initial business entertainment is done in restaurants in prestigious hotels. Business can be discussed during meals.
  • Allow your host to initiate business conversation.
  • Never flatly refuse an invitation to a home or dinner of a business counterpart; if you can’t make it, offer a plausible excuse.
  • Spouses are often included in social/business functions.
  • Strict orthodox Muslims don’t drink any alcohol. Most Hindus, especially women, do not consume alcohol.
  • Arrive 15-30 minutes later than the stated time for a dinner party.
  • At a social gathering a garland of flowers is often placed around a guest’s neck. Remove it after a few minutes and carry it in your hand to show humility.
  • Allow hosts to serve you. Never refuse food, but don’t feel obligated to empty your plate. Hindu hosts are never supposed to let their guests’ plates be empty.
  • If hosts eat with hands, assure them you enjoy doing the same. If utensils are not used, use your right hand and your first three fingers and thumb only.
  • Take food from communal dish with a spoon; never your fingers. Use chappati or poori (bread) torn into small chunks to scoop up food.
  • The host pays for guests in a restaurant.
  • Guests give gifts to the host and the host’s children as a “thank you.”
  • You should reciprocate invitations with a meal of comparable value. Never invite someone to a far more lavish dinner -- it might embarrass them.
Dress
  • For business, men should wear suits and ties. During summer months, you may omit the jacket.
  • Women should wear conservative pantsuits or dresses.
Gifts
  • Give gifts with both hands. Gifts are not normally opened in the presence of the giver.
  • Gifts from your country are appreciated (perfume, chocolates, small china or crystal objects).
  • Gifts are not normally expected at the first meeting. Gifts may be given once a relationship develops.
Helpful Hints
  • When an Indian answers, “I will try,” he or she generally means “no.” This is considered a polite “no.”
  • Many Indians do not wear shoes inside a home. Follow your host. Make sure your socks are clean and do not have holes.
  • Apologize immediately if your feet or shoes touch another person.
  • Ask permission before smoking. It is considered rude to smoke in the presence of elders.
  • Do not show anger.
Especially for Women
  • India is a difficult place to do business, but particularly tough for women. India is a male-dominated society. Western women may be accepted, but must establish their position and title immediately to warrant acceptance.
  • Women might not be included in social events or conversation.
  • Western women may invite an Indian man to a business lunch and pay the tab without embarrassment.

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Reach RMTC at

910 West Avenue
Austin, Texas 78701
800 531 9977
512 472 6753
512 472 4591 fax
sales@mcelroytranslation.com