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English translation: shifted its sights a little

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
Dutch term or phrase:het geweer enigszins van schouder verleggen
English translation:shifted its sights a little
Entered by: MoiraB

14:56 May 11, 2006
Dutch to English translations [PRO]
Idioms / Maxims / Sayings
Dutch term or phrase: het geweer enigszins van schouder verleggen
I'm not sure how to tackle this. The image of shifting guns off one's shoulder has just suddenly appeared in this magazine article about Alpro (which makes soya products) and sounds a bit off in English. Presumably refers to the potential threat from competitors breathing down their neck. Any suggestions?

Spectaculaire boom

Alpro heeft in de voorbije jaren spectaculair ‘geboomd’ in de sojabusiness. Het bedrijf is Europees marktleider in plantaardige sojaproducten en exporteert meer dan 80 % van de productie. In 2005 realiseerden de 600 medewerkers een omzet van bijna 250 miljoen euro. Het hoeft dan ook niet te verwonderen dat Alpro in 2005 van de Federatie van de Voedingsindustrie (Fevia) en het magazine Trends/Tendances de Gazelleprijs kreeg als sterkst groeiend bedrijf in de Vlaamse voedingssector.

Niettemin voelt Alpro de hete adem van de concurrentie in de nek. Daarom **verlegt de onderneming het geweer enigszins van schouder**, om haar positie van marktleider te verstevigen en verder te blijven groeien. [...] Door de jaren heen heeft het bedrijf echter een voorsprong opgebouwd die moeilijk, zoniet onmogelijk in te halen is, op voorwaarde dat het bedrijf verder blijft investeren in groei.
MoiraB
France
Local time: 05:52
shifted its sights a little
Explanation:
aimed at other things in other words
Selected response from:

Kate Hudson (X)
Netherlands
Local time: 05:52
Grading comment
Client confirmed that this is indeed the idea behind the Dutch. I like this option because it retains the gun metaphor and fits in nicely with "setting its sights on", which comes up later. Thanks a lot, everyone!
4 KudoZ points were awarded for this answer



Summary of answers provided
4 +7shifted its sights a little
Kate Hudson (X)
3put its shoulder to the wheel again
Adam Smith
3changed / shifted its aim somewhat
jarry (X)
3shifted strategy somewhat
Erik Boers
2Shoulder arms
Mark Shimmin


Discussion entries: 1





  

Answers


9 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +7
shifted its sights a little


Explanation:
aimed at other things in other words

Kate Hudson (X)
Netherlands
Local time: 05:52
Works in field
Native speaker of: English
PRO pts in category: 16
Grading comment
Client confirmed that this is indeed the idea behind the Dutch. I like this option because it retains the gun metaphor and fits in nicely with "setting its sights on", which comes up later. Thanks a lot, everyone!

Peer comments on this answer (and responses from the answerer)
agree  Tina Vonhof (X): Great suggestion. Strangely enough I saw your answer went I went to answer but I don't see it on the question page.
1 min
  -> Thanks
agree  Marijke Singer: I like this too!
22 mins
  -> Thanks
agree  Christopher Smith (X): My choice too
24 mins
  -> Thanks
agree  Dave Calderhead
1 hr
  -> Thanks, Dave - Have a sunny evening!
agree  11thmuse
3 hrs
  -> Thanks
agree  Jack den Haan
5 hrs
  -> Thanks
agree  Dennis Seine
8 hrs
  -> Thanks
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10 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
put its shoulder to the wheel again


Explanation:
Put its shoulder to the wheel again, i.e. redoubled its efforts

"Survey after survey shows that Americans do care, do think that something should be done for Africa, do think that the US government is putting its shoulder to the wheel."

ref. http://www.sundayherald.com/50283

Adam Smith
United Kingdom
Local time: 04:52
Native speaker of: Native in EnglishEnglish
PRO pts in category: 8
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43 mins   confidence: Answerer confidence 2/5Answerer confidence 2/5
Shoulder arms


Explanation:
"To once more shoulder arms in defence of its position as market leader". But to be honest I think Kate's offering captures the feeling more accurately. Changing the goal posts and upping the ante. But then you loose the gun metaphor.

Mark Shimmin
United Kingdom
Local time: 04:52
Native speaker of: English
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51 mins   confidence: Answerer confidence 3/5Answerer confidence 3/5
changed / shifted its aim somewhat


Explanation:
...

jarry (X)
South Africa
Local time: 05:52
Native speaker of: English
PRO pts in category: 4
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6 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
shifted strategy somewhat


Explanation:
On the other hand, Microsoft has shifted strategy somewhat, first by placing major resources into the home consumer and electronics market, including cellphones, and second by responding to the open source market trend by opening its source code to a wider range of developers.

http://66.249.93.104/search?q=cache:GKh0qvDw-jEJ:www.trp.hku...

Erik Boers
Belgium
Local time: 05:52
Native speaker of: Dutch
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