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Exporting: The Definitive Guide to Selling Abroad Profitably, Second Edition by Laurel J. Delaney

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© Laurel J. Delaney  2016

Laurel J. Delaney, Exporting, 10.1007/978-1-4842-2193-8_13

13. Preparing and Adapting Your Product for the Export Marketplace

Laurel J. Delaney

(1)Ste LL, Chicago, Illinois, USA

You may have heard the story that Coca-Cola translated into Chinese meant “bite the wax tadpole.” (Some think it’s an urban legend.) In fact, it’s true,but the translation didn’t happen in the way you might think.”

—Phil Mooney, Coca-Cola Conversations i

How about when Braniff International translated a slogan touting its finely upholstered seats “Fly in Leather” into Spanish as “Fly Naked.”

—“20 Epic Fails in Global Branding,” Inc.com ii

Many business owners believe it is only packaging that has to be adapted in the overseas marketplace . That’s ...

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