US Beckons--& Challenges--Overseas Manufacturers

What are the real keys to success for European lighting and sound manufacturers who want to penetrate the huge United States market?

For Marcel Fairbairn, executive vice president of Tracoman, one big factor is point of view, and he sees an excellent example at the end of a simple power cord on a system one (unnamed) European firm tried to market in the US a few years ago.

"American users want to have a standard molded plug on the end of the cord, not just bare wires," Fairbai

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