Uwe Bald is vice president of international business development for Hermes, an expert provider of internationalization services to Europe, Russia, China and Brazil.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Internationalizing is a daunting task for a brand looking to expand beyond its domestic territory. Partnering with a local company eases the process of entering a new market and conducting daily operations once established. Regardless of past reputation and assets, multimillion dollar mistakes and losses can occur without a strong local partner. With big investments come huge risks. To mitigate issues that would undermine efforts to expand globally, partnering with a local company can provide the following:

IKEA regularly makes lists identifying the greenest brands on the planet, so it's not a surprise the company ran an advertising and social media campaign in Norway to help customers sell lightly used...

New York -- Wrapp, a new online gift service from Sweden, has launched in the United States, partnering with such retailers as Gap, H&M and Sephora to let consumers send free virtual gift cards to friends on Facebook. Wrapp launched in Sweden at the end of last year, and has since gone live in Norway and the United Kingdom, Germany, France and The Netherlands. An application that runs on mobile devices and computers, Wrapp provides users with free gift cards (typically for a small amount of value) from participating retailers that they can send to a Facebook friend. Users

The old advertising adage "sex sells" may be recognized worldwide, but new research conducted by EyeTrackShop, creators of online eye-tracking technology, shows exactly how men and women are drawn into looking at a sexy ad. 

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