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Paving the Way: Public Affairs Strategies for New Market Entry
March 21, 2012 – Public Affairs Council – Washington, D.C.


8:30 a.m.       Breakfast/Networking

9 a.m.            Public Affairs Strategies for New Market Entry

Whether your organization is seeking to find new customers, tap into natural resources or establish new manufacturing facilities, effective public affairs strategies and tools are vital for successful international market entry and expansion. Learn best practice approaches and step-by-step procedures to help you confidently lead your organization across new frontiers and leverage global opportunities. Topics covered include:

– Key global market entry and investment trends
– Leading-edge research tools to understand your market and key stakeholders
– Steps for mitigating risk, building trust and transitioning from new market entrant to  long-term player
– Understanding a market’s unique cultural context
– How to best use external resources (government agencies, associations, consultancies, etc.)
– Key principles to keep in mind when developing your public affairs strategy

Chris Hayes
Executive vice president

10 a.m.          Coffee Break

10:15 a.m.     International Case Studies

Perspectives from experienced practitioners on new market entry and expansion in key regions around the world.

Catherine P. Bennett
Vice president, global public affairs
Tyco International

Lisa Schroeter
Global director, trade and investment policy
The Dow Chemical Co.

Chris Bender
Head of public affairs and communications
Novozymes North America

11:45 a.m.        Wrap Up Discussion

Noon                 Adjourn