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  Marketing  
     
  What is the main mistake foreign companies make when trying to set up operations in the U.S.?
 
 

This is not an easy question to answer, as each case is different. However, we believe that the main challenge is to understand changes you must make to succeed in the U.S. market. European companies coming into the U.S. are generally leading players in Europe, and very often they dominate their target market. When they cross the ocean, they are mostly unknown, with no customers to use as references. The first mistake would be to try to implement the same marketing and sales approach as in Europe. You have to rethink your whole strategy to gain your first customers.

 
     
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