Hitting The Spot
To increase global sales, tap cultural niches.
A Florida honey-seller discovered Islamic people in Saudi Arabia consume honey because the Koran hails its healing properties. A hot sauce company in Delaware found out many Swedes like spicy food. Both companies then turned their knowledge into cash--and you can do the same.
"There are always opportunities," says Andrew Erlich, president of Erlich Transcultural Consultants, a Woodland Hills, California, firm that advises companies on social policy, cultural marketing and customer service issues. "[But] it's rare to see a company do it right the first time."
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