In this episode of the Global Marketing Show, Dr. Sarita Jackson, Founder and CEO of Global Research Institute of International Trade, shares her expertise on the intricate world of international business expansion. Having guided over 30 U.S.-based companies through the challenges of exporting and importing in 2025, she explains how tariffs, trade agreements, and country-specific regulations can create both risks and opportunities for growing businesses. From helping medtech, building safety, and cosmetic companies to navigate complex trade policies, Sarita demonstrates the importance of understanding not just the market, but the specific product, its classification, and how trade agreements like USMCA can impact costs and competitiveness. She also discusses the often-overlooked “non-tariff barriers” that can hinder market entry, emphasizing the need for precise, tailored research before Investing in new markets.

Through real-world examples, Sarita illustrates how data-driven market research and customized strategies help companies avoid costly mistakes and identify markets with the highest potential for sustainable Growth. She breaks down how to evaluate international opportunities, consider consumer behavior and demand, and pivot when initial market assumptions don’t match reality. This episode is packed with actionable insights for business leaders, marketers, and entrepreneurs who want to expand globally without getting blindsided by hidden risks.

What listeners will learn:

• How tariffs and trade agreements actually impact exporters and importers, including why where your product is manufactured can dramatically change your cost structure.
• The hidden “non-tariff barriers” that trip up companies abroad, from regulatory hurdles to discriminatory market practices that can block entry even when tariffs aren’t an issue.
• Why data-driven market research beats gut instinct when choosing international markets and how the right strategy can uncover overlooked opportunities while avoiding costly expansion mistakes.

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Wendy Pease Cultural Wordsmith

Wendy Pease is the owner and president of Rapport International, a language services company that provides high quality translation and interpretation services with a specialty in global marketing, legal, employee communications, and medical services. Throughout her career, she has worked with hundreds of companies to help them communicate across more than 200 languages and cultures.

Wendy is a frequent speaker, writer, blogger, trainer, advisor, and master networker. She’s the author of the book “The Language of Global Marketing”, the host of the “Global Marketing Show” podcast, which features experts on opportunities and challenges in increasing multilingual lead gen and revenue.

Wendy’s passionate about connecting people across languages and cultures. She lived in Mexico, Taiwan, and the Philippines where she fell in love with differing cultures and came to understand that we are all human, no matter the language we speak.