This week we go hands-on with marketing and market research. With my guest and GlobalReach research partner Geoff Minter, founder of Australia's Minter Group, we'll explore how cultural issues affect the success or failure of any international marketing initiative and how a well crafted market research program can help your company develop successful strategies to build business, identify opportunities, and add value to brands. Geoff, who won 4 national marketing awards for consumer goods strategies, will detail how General Foods won - and lost - a significant share of Australia's coffee market; how Shake-n-Bake could succeed in the US but crumble in the Europe; and why Tang's Australian launch was one of the product’s most successful and profitable worldwide. Then Geoff will tell us what's behind Australia's rapid growth and strong economy, and why this market can be way more important to your company than just “another Shrimp on the Barbie.