How Retailers Can Cross Borders
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Liz Elting
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This need for knowledge goes beyond language preferences. American marketers can craft direct messages about the superiority of their offerings in comparison to competitors’ products. Internationally, however, not all consumers react so well to a brand's claims of being the best. There are cultures in which that approach is deemed distasteful, and some countries have gone so far as to label these claims illegal. Retailers need to know these facts before they begin building their expansion strategy, not after it's been rolled out.
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Liz Elting
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