For many small businesses, the idea of entering a foreign market is frightening. The U.S. national government, as well as most state governments, now offers assistance designed specifically for small-business owners. One such organization is the Massachusetts Export Center. Visit its Web site at http://www.mass.gov/export/ and examine the types of services it provides for businesses. Now click on the Export Statistics link. To what five countries did Massachusetts export the most? Do any of these countries surprise you?
Boeing is a global brand, yet in each country, it alters its promotions to meet local tastes. Go to www.boeing.com/worldwide.html and visit the U.K. site. Now click through to three non-Western countries. How are these Web sites different?
