Doing business across the world has unique and challenging obstacles that must be overcome in order to be successful. Not to mention the fact that investing in a market you have not been in before is a risky endeavor and takes plenty of belief and will for success to occur.
Further, moving into international markets means adapting to the region’s culture and way of doing business. This was certainly the way it was for Kryton when the decision was made to enter the growing
Middle East market to provide a solution to concrete waterproofing.
I know what many of you might be thinking; the Middle East and United Arab Emirates (UAE) regions aren’t subjected to the moist climate that other areas of the world see on a regular basis, so why is concrete waterproofing needed. The climate is hot and dry with very little rain. However, once you dig below ground you hit water that has detrimental consequences for concrete structures.
The hydrostatic pressure faced by concrete projects in the Middle East and UAE underground leads to deteriorating concrete far before a sustainable lifespan. Thankfully, Kryton’s Krystol Internal Membrane (KIM) is a perfect solution to protect concrete from the hazards lying below the sand.
Kryton’s President and CEO, Kari Yuers decided, with the insistence of a Business Development Manager, to move into the territory. The experiment worked, with Kryton filling a market need for the growth of the region. The Middle East is one of Kryton’s fastest growing regions and is forecasting it to continue on its current pace.
Still, there are many obstacles that Kari and the team must overcome in order to successfully do business in the Middle East. She details some of those obstacles in an article in the Vancouver sun, ‘Vancouver entrepreneurs find fertile ground in Middle East.’