Tip Sheet: Reaching New Markets: Lost in Translation?

Given increasing globalization, the dissolution of borders and the booming economies of once-stagnant countries, it is remarkable how unprepared companies are to do business in other parts of the world. You can never take anything for granted. What flies in one country, or in parts of one country for that matter, won't necessarily work somewhere else. Not only is the language different; so is the culture and its nuances, its trends, its buying habits and its stakeholders. By not researching, and by parachuting your product or service into a new market without the benefit of due diligence, you risk alienating the very publics you are eager to embrace.

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