What is Source Text

The establishment of a professional online corporate presence is an indispensable step for most companies. However, this online presence must consider linguistic, cultural, and technical differences, as well as variations in user expectations across markets. The language industry has responded to these needs by offering two services, namely localization and transcreation, which may act as valuable tools for the adaptation of corporate communications and whose benefits may be particularly advantageous for smaller companies. This study analyzes the application of localization and transcreation processes and strategies in the corporate context, with a focus on Spanish SMEs and English-speaking markets. Results suggest that the signs of the application of these activities in the corporate online field are still scarce. Furthermore, the online presence of both Spanish SMEs and large US corporations show numerous deficiencies, such as partial translations, typos, a non-updated use of social media, and little adaptation to the addressed markets.