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To succeed in international trade, it is crucial to know what to sell and how to sell a product or service. For example, a company that specializes in pork-based products would likely not find a willing trade partner in Muslim countries where the consumption of pork is outlawed. The cable news outlet CNBC is an example of international trade done well. The network offers a source of journalism that is unique to particular regions throughout the world. In addition to the U.S. broadcast, CNBC offers local channels that focus on the business issues that are pertinent to each region in the local language. At most times, the only similarity between the various iterations of CNBC is the aesthetics, i.e., the network logo and the set design. Through this approach, CNBC has created an increasing level of awareness of its brand throughout the world and has established a reliable source of revenue within an industry that is in the midst of a revolution thanks to digital media.
Based on this case, what is an effective way of developing a sense of where and how to sell your products?
Given the variety of strategies that may be needed to reach multiple markets, how will you decide which market is worth entering and which is not?
Are there instances in which you think that successful international trade can occur by emphasizing Canadian values and norms?
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