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Dr. Jana Matthews says, "
Exporting is a business risk – but then so is starting a company."
The problem is, all too often, fear. Behavioural economists tell us that the fear of loss is twice as strong as the joy of gain. It's no wonder that entrepreneurs fear expanding into a foreign country where people speak a different language, operate under a different set of rules, and where there's no certainty they'll get paid – even if they can find customers who want their products.
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