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Facing the Challenge of the US Market Arranged by DI-International Business Network in Collaboration with Danish-American Business Forum and the American Chamber of Commerce in Denmark The US market has always induced an ambiguous feeling within the managements of Danish companies. On one hand, the market is the single largest market in the world with a population of close to 300 million people including a purchasing power among the highest ranking in the world. US alone constitutes a market larger than Germany, UK, France, Italy, Sweden, Norway combined, which traditionally are top importers of Danish goods and services. On the other hand, only a very few Danish companies have enjoyed significant success on the US market and stories in the Danish press including absurd lawsuits have deterred many Danish executives from even considering the US as a focus area. This is in spite of the fact that the same Danish companies have achieved great success on foreign markets in Europe and Asia. With the objective of providing Danish companies with a better understanding of what it takes to be successful in the US market, Industriens Realkreditfond have generously supported a project carried by Confederation of Danish Industries (Dansk Industri). By applying a practical approach, the project has focused on colleting information and testing novel business models for Danish companies via surveys and 3 pilot project companies that underwent a structured effort to prepare them for the US market. The outcome is a handbook that includes a set of clear recommendations for Danish companies that are either considering entering the US market or in the early stages of doing it. DIBD believes that it can enhance success for especially small and medium-sized businesses. Participate in the conference and get an introduction to the US and how you can increase your chances of success on the US market. Thursday, December 7, 2006 at 10.00-13.30 Confederation of Danish Industries Facing the Challenge of the US Market Mr Stephen Brugger is Executive Director of the American Chamber of Commerce in Denmark which represents the interests of more than 270 American and international companies operating in Denmark and Danish companies operating in the US. Mr Brugger also sits on the executive committee of the European Council of the American Chambers of Commerce, an organization that consists of American chambers in more than 35 nations in Europe and Eurasia. He holds extensive knowledge of the US market and the challenges that face companies when entering the US. Mr Brugger will present the participating companies his American perspective on how to do business in the US. As Regional Manager in DI International Business Development, Mr Lars Tejlgård has been closely involved in working with the 3 Danish pilot project companies from the office in New York City. Mr Tejlgård will share the experiences and conclusions of the IRF supported project related to overcoming the challenges when entering the US market and thus the conclusions and recommendations of the handbook. Kontrapunkt A/S is a company developing branding strategies and corporate identities to clients world-wide. However, to serve multinational clients in the US, Kontrapunkt has been forced to consider its presence on the market. Strategic Director, Mr Rasmus Bech enrolled Kontrapunkt as a pilot project and Mr Bech will share the experiences gathered and Kontrapunkt's newly developed strategies for the US. The Managing Director of stove manufacturer Morsø Jernstøberi A/S, Mr Peter Jessen, have been deeply involved in the company's activities in the US for the past 15 years. As a pilot project, Morsø Jernstøberi has now restructured its presence on the US market from having a distributor to establishing its own subsidiary and warehouse in Tennessee. Mr Jessen will share his experiences of working in the US, especially when selling to US consumers through a US distributor. The seminar includes a presentation by Mr Ole Søgaard Andersen, Senior Vice President Global Sales & Marketing at Danisco A/S. Danisco has been operating on the US market for more than 25 years, both with production and sales. The company's current extensive activities in North America put Mr Søgaard Andersen in an excellent position to provide valuable input on doing business in the US. Since 2001, Mrs Suzanne Kürstein is the Executive Director of Danish-American Business Forum which is a unique, non-profit, membership based network- and interest organization. Currently, approximately 90% of the 139 members have US subsidiaries. The Forum focuses on the challenges faced by Danish companies when entering and operating on the US market. By facilitating exchange of information and contacts among high-level business people, academics, and politicians, the Forum works to increase the members’ business opportunities in the US. Suzanne Kürstein will talk about the importance of networking in the US. Registration with Dorte Burin Møller no later than Friday, December 1st, 2006. Programme 09.30 Registration with Breakfast & Coffee 10.00 Welcome Mr Jørgen K. Hansen, Deputy Director General, DI 10.10 Business in the US - An American Perspective Mr Stephen Brugger, Executive Director, AmCham Denmark 10.30 Facing the US Challenge - What Works and What Doesn't Mr Lars Tejlgård, Regional Manager, DI International Business Development (DIBD) 11.00 Business Case I: Kontrapunkt A/S Developing a US Strategy - When Your Clients Are Multinational Companies with a Strong US Presence Mr Rasmus Bech, Strategic Director 11.30 Coffee Break + Networking 11.50 Business Case II: Morsø Jernstøberi A/S Selling to the US Consumer - From a US Distributor to a Sales Subsidiary Mr Peter Jessen, Managing Director 12.20 Business Case III: Danisco A/S Selling in the US - Strategic Considerations and Experiences Mr Ole Søgaard Andersen, Senior Vice President Global Sales & Marketing 12.50 The Importance of Network When Doing Business in the US Mrs Suzanne Kürstein, Executive Director, Danish-American Business Forum 13.10 Panel Discussion (With the Speakers) 13.30 Sandwiches + Networking 14.30 End of the Seminar DI-International Business Network Registration Form: Facing the Challenge of the US Market Confederation of Danish Industries • Thursday, December 7, 2006 10.00-13.30 Name: _______ Title:_____ Company: Address: ZIP/city: __________ Telephone: E-mail: I would like to participate in the US seminar Please indicate The company is a member of DI-International Business Network, Danish-American Business Forum or AmCham Denmark (free admission) ○ The company is not a member of DI-IBN, Danish-American Business Forum or AmCham (participation fee DKK 500 excl. tax ) ○ Date: Signature: For further information please contact Berit Frederiksen, Market Development Consultant Tel: +45 3377 3634 • Email: [email protected] Registration no later than Friday, December 1st, 2006 with Dorte Burin Møller Dansk Industri • H. C. Andersens Boulevard 18 • DK-1787 København V