Over the past five years I have met with many US Commercial Service officers in key Capital cities of Asia. These are the local country nationals who work every day to facilitate business transactions between US companies and their Asian counterparts. They have many comments, suggestions and criticisms to make to their US clients but are reluctant to do so out of courtesy or fear of offending. I am taking the opportunity here to send an open letter to US hospitality companies interested in doing business in this part of the world representing their collective voices.
TO THE CEO'S OF AMERICAN HOSPITALITY COMPANIES
We in the US Commercial Service are anxious to help you to develop business relationships in the Asia Pacific region. In this letter, we offer some suggestions that we hope you sincerely consider. We are confident that these recommendations will make your business activities more successful going forward.
First, be willing to adapt your products or service to the local market conditions or you most assuredly will fail. Change your menus to include popular local dishes. Upscale the ambiance and seating to match Asian customer expectations. Price your products to be reflect the same relative positioning that you enjoy in the US.
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