# Prof. Sam Craig on British bike company Brompton's expansion into the US market

1 Faculty News August 13, 2014 ![BBC News logo](/sites/default/files/styles/246w/public/assets/images/con_030504.jpg?itok=xD3gBRnr)>

Excerpt from [BBC News](http://www.bbc.com/news/business-28756060) -- "[Sam Craig](http://www.stern.nyu.edu/faculty/bio/c-samuel-craig), professor of marketing and international business at New York University's Stern School of Business, agrees with Brompton's patient, long-term approach to the US market, saying that such a policy is vital if a foreign firm wants to gain a foothold. 'There is a big difference between selling products in the US and establishing a strong presence,' he says. 'Your product or service has to stand out, be distinctive, and offer superior value.'"

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