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Language service providers consider themselves "localization experts." However, when attempting to expand into the US market, they often lack a strong, US-friendly marketing and branding strategy that allows them to meet the distinctive needs and wants of this unique market. LSPs from many parts of the world that want to expand into the US market need specific goals and a unique selling proposition in order to reach their "American dream." This presentation will discuss the top ten marketing elements that are critical when expanding into the U.S. market.
Presentation delivered at GALA 2014 in Istanbul on March 25, 2014. http://www.gala-global.org/