Andrew Johnson
The Arizona Republic
December 4, 2007

When it comes to international marketing, U.S. companies often embark on campaigns with good intentions. But their message can get lost in translation if they fail to do their cultural homework. So says Donna Kent, senior vice president of global sales, marketing and services for Phoenix-based Televerde. During a speech Monday morning to the Arizona International Growth Group, an organization that promotes foreign investment, she cited several examples of what she called “global-market faux pas.”

Going International

Donna Kent, vice president of global sales, marketing and services for Televerde, offers these tips for small businesses that want to grow an international presence:

·         Be aware of the political, economic, cultural and legal climates.

·         Do research about distributors. Their method of conducting business may vary, depending on the country.

·         Know the market potential. Your product may not be suitable for a particular country because of its price, or the technology you are selling may not have caught on in a certain region.

·         Be able to define the value your company has for a distributor. They are often selling products for multiple companies, which means they have limited time to devote to you.

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