The importance of local adaptation & expertise: an example
Recently, a non-European manufacturer of medical equipment introduced a new product on the Western European B2B market. To date, the product had been a great success on the company’s home market, but the European launch did not lead to the intended results.

A local agency specialising in strategic research, industrial design and branding scrutinised the expectations of the European target groups. The result? The positioning and labelling of certain functions on the appliance were completely ‘foreign’ to the expectations of the buyers – the consumers – of the semi-industrial equipment. Moreover, they perceived its colour as being extremely old-fashioned, while that very same colour was considered to be very contemporary back on the home market. The local research resulted in the product being adapted, which proved to be the right choice.

What can we conclude from this? Local expertise is not the path to universal happiness, not by a long shot. But simply “copy-pasting” a strategy that is successful in your home market won’t solve anything either. Ensure that you are supported by the right locals, so that, where necessary, your products and services can be suitably adapted.



Functionality meets design (Prodata)
Prodata Systems is a leading company in the design, delivery implementation and maintenance of tailor-made and turn-key ICT solutions. Its V4000 product range (picture above) is a contactless public transport trip validation.

The impact resistant and compact housing has superior validation performances. Prodata entrusted the design of this product to a top Antwerp-based product and design brand agency. For more details regarding design operations in Antwerp, please contact our team.