VistaPrint solves Global Expansion problems by centralizing marketing operations

[mandy]

Global e-retailers trying to maintain a consistent and successful marketing program face many challenges, including payment, cultural and other issues. With 16 e-commerce sites for as many countries, VistaPrint overcame challenges with one overriding strategy: centralize all marketing efforts in its home country; specifically, in Lexington, MA....

The centralized approach to global marketing plays an important role in achieving this, Ripper contends. “Some companies based in this country have trouble marketing to international customers because they try to copy their U.S. marketing practices without making subtle adjustments from market to market to allow for cultural differences,” he says. “For example, we offer international customers market-specific payment methods that make purchasing our products more convenient...

full article: http://www.internetretailer.com/dailyNews.asp?id=19269