The increasingly global business environment is pushing marketers to look overseas for new customers and business partners. Companies can’t ignore the massive potential in having a reach that spans continents. The most prominent benefit, of course, is the expansion of one’s market into new geographic areas.
The upside to expanding overseas is clear, but there are also challenges to taking products and advertising campaigns into unknown territories. In most cases, marketers find that the tools they’ve relied upon for years in their domestic markets don’t always work as well in the international marketplace. For example, some campaigns may not work in foreign markets where language, cultural, legal, and regulatory differences come into play.