Thinking Global from the Beginning

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

International Marketing Translation: the Pitfalls and Possibilities

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