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This story appears in the May 1997 issue of Entrepreneur. Subscribe »

When satellite dish manufacturer Kaul-Tronics Inc. (KTI) attended its first international trade show in 1990, president Jim Atkinson was surprised at the results. He expected the London show to help his Richland Center, Wisconsin, company expand into the European market--and it did. But the trade show also introduced KTI to another region.

"A lot of Middle Eastern customers attended the show," says Atkinson. "We have done very well in the region as a result." In fact, since KTI began exhibiting regularly at London and Hong Kong trade shows, overall export sales of its primary product line have increased to 40 percent of the company's total sales.

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