It should be. An excerpt from the article:
According to Polk, it is critical for companies today to develop a world-class "tri-lingual organization" fluent in the "languages" of the consumer, the customer and the company. "What you are doing is translating your agenda into the language of the person who has to execute it," namely the retailer who sells the product. He likes to think of Unilever as an "import-export business," with some good product ideas hatched in Europe or elsewhere and then exported to the United States, or vice-versa. Axe body wash, for one, was a hit in Europe well before Unilever brought it to the U.S. market.
Read the article here: It's All About Dislocating Ideas
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