U.S. companies can be forgiven, perhaps, for their near-sighted view of global markets. North America and the more exotic European markets are enough for most companies, short of those with multinational aspirations, seeking foreign-based revenues. For those that do want to access markets in, say, Kenya or India, there are numerous barriers in their way. These range from complex export and import regulations to financing difficulties and logistics costs; then, if all of those issues are successfully navigated, there is always the perennial problem of on-the-ground retail distribution.
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Marketers: Going Global Means Going Mobile
Posted by: Erika Morphy February 27, 2014 07:46 PMU.S. companies can be forgiven, perhaps, for their near-sighted view of global markets. North America and the more exotic European markets are enough for most companies, short of those with multinational aspirations, seeking foreign-based revenues. For those that do want to access markets in, say, Kenya or India, there are numerous barriers in their way. These range from complex export and import regulations to financing difficulties and logistics costs; then, if all of those issues are successfully navigated, there is always the perennial problem of on-the-ground retail distribution.