Make sure you do your research.
Launching a global brand or product isn’t easy—even when you know where the landmines are. Flying blind into a launch is just asking for trouble. When you cross cultural boundaries, there can be hidden barriers to success that need to be uncovered in order to chart your most successful course. No matter how strong your brand is back home, failure to understand a culture and its unique needs can cause lasting damage to a company’s reputation and erode the bottom line. Conversely, gathering timely and targeted market intelligence can be the difference between rapid brand adoption and rejection.
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