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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