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International Business Basics by Scott L. Girard

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Will They Like Me?

You can learn about the culture, buying trends andlifestyles of your potential customers abroad througha combination of local research, explorationand common sense. Use this informationto your advantage… and win.

WHY TO DO WE, AS CONSUMERS, PREFER certain things over other things? What is it about our personal, cultural and aesthetic standards that influences us to like a product or service? These are questions for every entrepreneur around the globe to ponder. Clearly, succeeding in getting consumers in a particular market to like your products or to buy into your offering is central to your success.

All of us are customers. In fact, it’s nearly impossible not to interact with several businesses or organizations each day. ...

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