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.”
Donna Kent, vice president of global sales, marketing and services for
Televerde, offers these tips for small businesses that want to grow an
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.
Note: the full story by Andrew Johnson is
available to purchase on-line