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Excerpt from the Financial Times -- "Much of the current literature advises first-time exporters to draw up demand-led strategies that will take their products into the largest or fastest growing markets. Measures of foreign market potential in this respect might include per capita income, population or consumption growth. While these are important factors, they can be overstressed, says Pankaj Ghemawat... Instead, a well-conceived export strategy will take the 'closeness' of a potential market into account, defined broadly to encompass cultural and administrative similarity as much as geographical proximity, he says."

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