Richard was invited to give a presentation at the College of Business at Lamar University in Beaumont, Texas. Listen as Richard explains how important it is for companies to understand the culture and the customer in a new market.

One of the keys that every company has to remember is to "know the customer". Just because an ad, slogan or logo works in one country doesn't mean that it will work in all countries. In some cases, the advertising and marketing message may need to be adjusted to regional tastes to have the greatest chance of success and to avoid potentially costly failure.