It is common to see how many companies, on having tried to give the international jump, fail. And they do it for a basic error in the marketing strategy: they adopt instead of adapting.

They choose an interesting country, come and do exactly what they were doing in his country without bearing in mind anything so obvious like the behavior of the population of this country and, therefore, his culture. Without going further, the old continent composed by more than 40 countries, with his corresponding languages and with completely different legislations, represents a very important cultural shock for an American businessman. The knowledge of the market is essential for the success, therefore, it is fundamental to adapt all our know how to the place in which we are to be able to grow in our business without risk of being wrong. To choose the suitable marketing strategy is fundamental to carry out our work.