Getting Started Overseas
For more than 25 years, Kaye Crippen has worked with Asian companies and coordinated export plans for U.S. firms. As principal of Market Development Consultancy, based in Dana Point, Calif., she works with small and large firms hoping to expand into any one of the 13 Asian countries in which she specializes. Having lived in Singapore and Indonesia for a decade, Crippen is intimately familiar with how to modify and develop products for new and existing markets overseas. She spoke recently to Smart Answers columnist Karen E. Klein about how companies get things wrong when they try to go global and how they can avoid making mistakes. Edited excerpts of their conversation follow.
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