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The dos and don’ts of global business

How do you give your American business brand more reach in a global economy?

Daniel Garcia Atienza shared strategies and advice at Boca Chamber’s International Business Alliance at Lynn UniversityAtienza is head of business development and a senior key account manager for Under Armour in Mexico City. 

The Baltimore-based athletic shoes and activewear brand went from doing business in 46 countries in 2014 to 95 today.

Here’s what Atienza had to say generally, not speaking for the brand.

Daniel Garcia Atienza at the Boca Chamber International Business Alliance Luncheon at Lynn University

·    Create business partnerships in each country based on how business is conducted there. Choose the right partner, for instance, a family owned company with a young CEO in the Middle East.

·    Embrace cultural differences. Colors have different meanings and are not used in some places.

·    Conduct business the way it is conducted there. Is it face-to-face or not? Does business require personal relationships or not? How long do business meetings take?

·    Make sure the product or how merchandise is displayed respects religions. Modesty in the Muslim faith means mannequins may look different. Be careful what a new item is named.

·    If there’s no commercial department or sporting goods stores, can you do business by e-commerce? Test it out first.

·    Adjust for size of the customers in that country.

·    Consider sponsoring or introducing an event with your brand name.

·    Lose the U.S. point of view. Act like a local.

·    Identify the opportunity. Have a plan. Understand the differences. Execute locally. Think outside the box.

By Marci Shatzman


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