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A product is only marketed after it has been thoroughly tested and completed. After-sales improvements, retrofits and the alike are preferably avoided, for it means that the product was imperfect -in the eyes of the client: "not good", or after more than a couple of adjustments: "bad"- at the time of its inception. It should be noted that in Europe the Dutch are among the most and the Belgians among the least forgiving on this field.
Belgian consumers are highly critical. However, unlike the Dutch and even less than the French, quality of a product is their main concern. Therefore, many new products are tested out in Belgium before being introduced to other European markets. If a product succeeds in Belgium, it is likely to succeed in other European countries.
Building relationships in Belgium is generally a long-term investment. Belgians initially judge and are judged upon appearance (dress code, car, table manners), in a later stage achievements or corporate status, and finally character. Political affiliation may also be a factor. Once established, the relationship has become a thorough friendship for life, extending to future generations.
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