Taking Your Product Across Cultures by Lisa Long at Mind the Product London 2016


The commercial world is littered with the wreckage of international expansion plans gone awry, whether it’s the $2 billion that US discount retailer Target misguidedly spent thinking Americans and Canadians are the same, Tesco’s failure to understand US shopping habits with its Fresh & Easy brand or the failure of the HP digital magazine Pivot to accommodate French and German editions in a layout that was grounded in English. Telenor’s VP of Product Lisa Long gave the London #mtpcon audience a valuable crash course in how to minimize these sorts of missteps when you try to take your product beyond its initial home audience.

You May Also Like