Considering all that can go wrong when exporting to international markets, businesses can find it very reassuring to have someone on their side when tackling new exporting challenges. Local export and import assistance proves to be a great resource when trade challenges arise.
In the 1980s, the Iranian government encouraged a razor manufacturer to begin exporting after it attained considerable domestic success using the brand name ‘Tiz,’ which conveniently means "sharp" in the local Farsi language.
With the help of a local importer, the manufacturer first targeted the wealthy Arabic-speaking country of Qatar. However, according to Professor Tevfik Dalgic and Dr. Ruud Heijblom in the “Journal of International Marketing,” success in Iran did not instantly translate into success in Qatar.
“Soon after the product launch in Qatar,” write Daljic and Heijblom, “the distributor realized the Persian brand name ‘Tiz’ was creating some serious problems with customers. It was discovered that the brand name's connotation in Arabic slang referred to ‘passing wind.’"
Read the rest at "Local export assistance remedies international headaches" by Adam Wooten in his International Business column on DeseretNews.com
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