Jeff Morgan

By Lisa A. Yorgey The foundation of any successful international venture starts with a solid marketing strategy. Before you begin plotting, ask a simple question: Why do you want to expand? "Your answer will dictate your approach to the international market," says Stephen Miles, former European managing director at Lands' End, who was responsible for the cataloger's entry into the United Kingdom and Germany. According to Miles, who spoke to the U.S. Trade Mission to Europe headed by International Direct Marketing Consultants this past March, most companies decide to go international for one of two reasons—to boost sales or increase profits. Which reason governs

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