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An Introduction To International Markets Export Trade Podcast


An ever increasing number of local technology companies, manufacturers, and service providers are looking to sell goods and services beyond U.S. borders. To help these companies be informed and successful, this podcast includes a panel of experts focused on the topic of building an exporting strategy. The panel shares information and resources that will help businesses assess market opportunities to market their products and services outside of the United States, and provide direction to help launch international trade activity. Rhonda Rushing from Berntsen International shares her company’s international trade experience with legacy products and the plans for launching a new product with sales in the U.S. and beyond.

Topics covered include:

  • How to make an assessment of your business’ readiness for export
  • Methodology and tools recommended for assisting with market selection, including ExporTech®
  • Tips and pitfalls to avoid in International marketing, logistical operations, compliance, and FTA’s
  • Important information on International finance concepts such as: INCO Terms, payment methods, credit terms, and foreign exchange
  • An outline of resources available through State, Federal, and private resources

The panel includes:

Ashwini Rao is an economic development consultant with the Division of Agricultural Development (DAD) at the Wisconsin Department of Agriculture, Trade and Consumer Protection. At DAD, Ashwini helps to increase exports of processed foods to Latin America, India and the European Union.

Mark Rhoda-Reis is the International Business Director at WEDC. Mark is responsible for global business attraction and market development for Latin America for the state of Wisconsin. He brings to the role over 30 years of sales and marketing experience, and more than 27 years in global sales and business development.

Koreen Grube is an International Trade Specialist for the U.S. Department of Commerce’s Commercial Service, based in Milwaukee, WI. For over ten years, Koreen has been advising Wisconsin businesses on the processes of international commerce, including the logistical process of exporting; underlying financial and tariff structures; foreign market research; and U.S. export controls laws and foreign import regulations. Koreen specializes in the education and healthcare sectors for the Milwaukee office.

Rhonda Rushing is President of Berntsen International, Inc. This family business manufactures and distributes products for land surveying and is a leader in the development and integration of RFID technology for identifying, marking, mapping, and managing utility and other infrastructure assets. Berntsen survey products are used in over 90 countries. The RFID technology is being launched in the US, but has received notice from numerous foreign countries. Berntsen is currently working on an export strategy for this new product line.


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