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� INTRODUCTION
As exports and imports of goods and services both account for over 60% of nominal GDP, the life-blood of Dutch prosperity is foreign trade. Because of its internally-oriented characteristics, Netherlands has the embedded culture that welcomes diversified products or services from the world, while in some other countries in the EU, for instance, France or Italy, have ultimate pride for their own culture, especially for the product that I am planning to introduce—coffee. Being an everyday coffee-drinker, it is particularly interesting for me to analyze whether the coffee company that represents the U.S. will be successful when entering the Dutch market.

� NEW MARKET BACKGROUND
 Economic Background
The openness of the Dutch economy is reflected in attracting foreign companies. Favorable tax treatment for profits earned by multinationals has boosted Netherlands’ attraction as a location for foreign direct investment (FDI). Moreover, international......

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Approximate Word Count: 1542
Approximate Pages: 7 (250 words per double-spaced page)

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