Doing business with other countries creates opportunities and challenges. How would you prepare your organization for success?
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It is important for a company to understand the culture it will be marketing to. The famous example of the soap marketing campaign that was backwards because people read right to left instead of left to right, and it looked like the soap made the clothes dirty, shows how you really have to understand the country on a basic level. However, you also need to understand the subtle nuances of culture. I think it would be important to hire a native to guide you.
The two main ways I see to prepare a multi-national corporation for success in other countries are education and skillful selection of key employees.
A firm that is taking employees (typically high-level employees) to other countries must make sure it selects people who will be flexible enough to do well abroad. This depends to a great extent on the personality of the employee. Some people simply do not adapt well to change and unfamiliar circumstances.
A firm must also educate its employees. They need to know what new challenges will face them as they do business with other countries.
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