Selling to Many Cultures — Within the U.S

International markets have been increasingly important for many U.S. companies, and many executives assume they are one of the best ways to drive future growth.  Walmart is an excellent example.  Between 1998 and 2008, it increased the percentage of its sales from international revenues from 6 percent to 25 percent.  Of course, growing your sales internationally can be a good strategy.  But while many companies are focusing on penetrating emerging markets like the so-called B-R-I-C nations of Brazil, Russia, India, and China, too many of those companies are missing out on enormous opportunities much closer to home. In “Selling to Many Cultures — Within the U.S.,” in the Fall 2010 MIT Sloan Management Review, the authors explain how to target...

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