Adjusting your product to local market (i.e.
localization) is always an issue when considering the foreign market entry
strategy. There are good news and bad news for arts & crafts makers related
to localization. Good news is that as your products are hand-made and each
individual product is usually unique, you are generally easily able to adjust
them without high investment needs. Bad news, however, is that you may
sometimes find out your product as such not suitable for the foreign market,
particularly due to cultural reasons. This training fiche will help you to
understand the levels and options of localization, provide you with list of
advices how to approach localization of your product, and give you insights how
to handle strengths and limitations set by country brand name.
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