Listening to customer opinions is an important ingredient for success at KOA Corp. By heeding such input, the company is able to develop and supply products that dovetail with customer requirements. More than a decade ago, KOA began developing its business in Europe. At first, the company sold its products through distributors. Subsequently, it opened representative offices, and later still, established a local sales subsidiary. Initially, most of the sales were to the European bases of the U.S. companies KOA had acquired. In the past several years, KOA has begun using local employees to manage the European operations, while the Japanese and U.S. sales units offer support. Through this arrangement, KOA's business in Europe has expanded steadily.
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