Expanding your business into new markets presents exiting opportunities. There is also a lot of potential for missteps. Here are things to consider in order to build a strong worldwide brand.
Building a global brand requires more than just launching a web site that’s accessible from almost anywhere in the world.
From language missteps to misunderstanding cultural norms, veteran branding expert Barbara E. Kahn has seen it all when it comes to the missteps of launching a brand across borders. Here, she shares six tips to help entrepreneurs avoid the pitfalls.
1. Understand customer behavior.
Just because consumers have certain buying preferences or habits in one culture, doesn’t mean that such preferences are universal. “It’s astonishing how many retailers haven’t made it because they haven’t studied how consumers shop,” she says.
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