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International Business Basics by Scott L. Girard

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Localization vs. Straightforward Import/Export

If you want to expand your product or service lineinternationally, be prepared to localize it, to giveit the best possible chance of selling.

IT’S AMAZING TO SEE how uniquely different countries in the world are. People speak different languages, love totally different music and art, wear clothes that are unbelievably different in styles and colors, bring up their children according a huge range of values and beliefs, and cook with the broadest range of tastes, techniques and ingredients you can imagine. So as an entrepreneur, how do you market products or services to people so uniquely different? You have to drill down to the lowest common denominator and start your marketing calculus there (and ...

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