For businesses thinking globally, acting locally is tricky

09/28/2012 |

Business-to-business enterprises wanting to expand their footprint globally should understand that communication has to be carefully nuanced for local markets, not simply translated, Patricio Robles writes. Truly understanding a local market means talking to people in it, not assuming the same pain points. Understanding that a local presence might be necessary and that communications channels might have to differ for foreign markets starts marketers on a path to realistic expectations of business outside America.

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