When leaving the safe premises of your own market in search for greener pastures it is important to pack for the right occasion - otherwise you might end up with a headache, stomach flu, or other terrible experiences. While trying to find a quick fix for the new challenges at hand you can rest assured that the journey will be both short and expensive.
The Danish market is approximately the same size as Hamburg, which means that any B2B company from Denmark with more than three parking lots are in exports. But there are many obstacles on many levels in order to achieve success when leaving your country of origin. Language barriers, cultural differences, time zones, corruption, left side driving and chopsticks to name a few.
We have all seen advertising that is totally incomprehensible. A lot of it can be attributed to poor language translations, but even more to cultural misinterpretations. The explanation for this is probably that a lot of good ideas are conceived in the space between wordplay and double entendre - both considered a virtue in poetry yet surely to get lost in translation. When we design our campaigns we always consider which markets we are addressing and what language the main copy should be developed for. That is the only way to avoid the pitfalls and succeed in international marketing.
One of the major bumps in the road is that even very large Danish corporations are being dwarfed by the competition on the international markets. There is simply too few resources for a massive presence, which makes you dependent on your distributors and their salesforce. Through the past 20 years, Raffinaderiet (in English; The Refinery) have helped large enterprises and medium businesses expand across the borders and enter new markets.
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