To understand an unknown culture is the same as to understand a foreign language. A translator is needed in both cases, the only difference being that the “translation” from one culture to another requires the so-called cultural translator, who primarily uses qualitative methods to research and analyse a chosen culture and translate it into the cultural vocabulary of the client. The cultural translator therefore has to have/acquire thorough knowledge of the unknown culture, and be able to analyse and interpret it, paying particular attention to cultural differences and similarities. If the company accepts the advice provided by the cultural translator and pays attention to particularities of different cultures, it thus acquires the trust of a new target group, it makes fewer mistakes when entering new markets and finds it easier to approach users, which all contributes to increased added value.

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