European “Eunicorns” have a globalization advantage: out of necessity, they globalize much earlier than successful North American startup companies. Markets in France, Spain, Sweden and other European countries are so much smaller than the English-speaking block, that entrepreneurs think beyond their own borders from day one. Then, when expansion to new markets is the best… Read More Thinking Global from the Beginning
If Coca Cola and Kentucky Fried Chicken can make expensive, comical international marketing mistakes, with all of the marketing translation these giant corporations have done over decades, then it’s clearly easy. Endless possibilities for mis-communication exist, ranging from inaccurate word choices to the inappropriateness sometimes of saying anything at all. An example of the latter… Read More International Marketing Translation: the Pitfalls and Possibilities
As you expand globally, the question you face is how to establish a customer base that truly understands your message and desires and identifies with your product. The simple translation of your original texts could save time and money in the short-run, but lead to greater expense and even damage control in the long-run, if… Read More Transcreation or Simple Translation?
… a very interesting article on: How To Negotiate With People Around The World. Many of you may have encountered this in praxis – business people from different countries tend to do business in a different way. This Article by Gus Lubin is a very nice description and overview and a lot of truth in… Read More How To Negotiate With People Around The World