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Speaking In Tongues

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  • Posted on 21st Sep, 2022 12:47 PM

Employment Law, business - Speaking In Tongues - Entrepreneur.com

This story appears in the October 1998 issue of Entrepreneur. Subscribe »

Despite the many advances in communications made during the past20 years, mankind still lives in the shadow of the biblical Towerof Babel. The overwhelming number of different languages andcultures in the world can prevent understanding and hindercooperation, even as national economies become more and moreinterdependent.

This increasing interdependence of the world's economies isone factor behind the tremendous growth of services,says Walter Bacak Jr., executive director of the AmericanTranslators Association (ATA). "The pressure on U.S.businesses to grow has driven them overseas to new markets,"Bacak says. "At first, they were trying to market usingAmerican knowledge, but they've discovered that to besuccessful, you need to market in the local customs andlanguages."

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