Apala Lahiri Chavan

Western businesses can't just assume that the same old dot-com model that has worked so well in the U.S. and Europe will enjoy similar success in other marketplaces. They need to be reminded that even Western markets are unique, so the challenge is really nothing new.

When companies conduct business in the international marketplace, they often need to modify products, services and technologies. While this can be a challenge, understanding the subtle patterns in ethnographic and market data can reveal exciting breakthrough ideas that can drive the growth of international business and generate more revenue.