A fine line between right and wrong

Translations are increasingly “mission critical” What do offensive strategies, guide edges and farmer maintenance countries have in common? “If they are the result of amateurish translations”, says Christine Holtz-Stosch, managing partner of the language services company of the same name, “they damage the image of the company in question and sometimes even constitute grounds for liability cases.” The languages expert is persuaded that translation is much more complex - and much more critical - than companies often realise. The sworn translator knows what she is talking about. After studying English and Romance languages, Christine Holtz-Stosch worked in Paris and London for two years, then took up the position of branch manager for an international translation bureau before going freelance in 1988. Since 1996 she has been running the language services company Holtz-Stosch plc together with her husband Klaus Stosch. The agency specialises in commercial, legal and technical translations and, although Schorndorf is by no means the centre of the universe, the company’s credentials read like a Who’s Who of global players in the vanguard of the business world. A great deal often rides on the quality of translations Alcatel, PricewaterhouseCoopers and public authorities - the biggest names in their respective industries rely on the quality, loyalty and discretion of the agency. According to Christine Holtz-Stosch, the issue which is increasing in relevance in the translation industry more than any other is that of confidentiality. “State investigations and the findings of international audit firms,” says the manageress, “are not for public consumption - and certainly not as a result of security leaks or a lack of professionalism.” In matters of data security Holtz-Stosch plc has enjoyed the support of one of the world’s leading management consultancy firms. “One of our customers recommended the Lotus Notes system to us,” explained Christine Holtz-Stosch. Her portfolio may be bulging with big names but the managing partner’s heart still beats for the small and medium-size enterprise: “On the international stage there is often a great deal riding on the quality of the translations and this is especially true in the case of small and medium-sized businesses.” Virtual enterprise with 200 employees This quality is personally guaranteed by the manageress - and this is no mean feat when dealing with some 200 colleagues all over the world. “As a virtual enterprise in the affluent commuter belt in the countrified suburbs of Stuttgart”, says the businesswoman, jokingly referring to the area using the German term “Speckgürtel”, suggesting an area living off the fat of the land, “we get applications from all over the world. There is an art to sifting out the good from the bad and then filtering out the very best.” While the application conveys a general picture, the agency’s decision basically hinges on the curriculum vitae because for its translations Holtz-Stosch uses graduates and native speakers only. Experience that might impress a layman can be the very point on which an application is rejected. “We will not consider a German applicant who has been doing casual work in New York for 30 years”, she says, “because he can neither speak perfect English nor is he up to speed in his native language.” Qualifying her remark further, the manageress explains that translators are up to speed if they identify, quite by the by, that “Scheißmaschine” [crap machine] should read “Schweißmaschine” [welding machine] and duly correct the error. Similarly, being up to speed would mean not translating “offensive Strategie” [aggressive strategy] literally as an “offensive strategy”, or correctly interpreting “Bauer-Wartungsland” [farmer maintenance country] as “Bau-Erwartungsland” [land set aside for building]. Companies which appreciate the value of excellent translations and seek out Holtz-Stosch language services have come to the right place. Christine Holtz-Stosch: “In times of globalisation excellent translations can help companies to get their vital message across.” Reference: DHK Aspekte, magazine of the German Chamber of Commerce in Austria, February 2006

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