Spotlight on the Benelux

Nima Green
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Spotlight on the Benelux

In recent months, several firms have revealed to CPI that they are struggling to penetrate the Benelux. So we spoke to some of the region's top partners, as well as a UK incomer, to get their take on what works and what is 'doomed to fail'

At a glance: Each Benelux country's quirks and business expectations are broken down Local players give their frank assessments on the impact of Brexit How the Benelux can be used as a launch pad for France and Germany "International vendors struggle to penetrate Europe… You can't just copy and paste your marketing material or even your sales pitches. [Otherwise], you're doomed to fail!" Those are the blunt words of Frank Hoekstra, Benelux general manager for US-based VAR Ins...

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