CHAPTER 5
Preparing and Adapting Your Product for the Export Marketplace
You may have heard the story that Coca-Cola translated into Chinese meant “bite the wax tadpole.” (Some think it’s an urban legend.) In fact, it’s true, but the translation didn’t happen in the way you might think.”
—Phil Mooney, Coca-Cola Conversations1
Many business owners believe it is only packaging that has to be adapted in the overseas marketplace. That’s a mistake. Adapting your product to meet the needs of an overseas market is a considerable undertaking and will likely require a substantial investment of time and money.
In the following pages, I talk about how packaging and other product characteristics play a vital role in enabling international sales and what ...
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