1. What obstacles does a foreign-born entrepreneur face in adapting a product to the U.S. market? 

2. Ask foreign students you know whether they can think of any products from home that aren’t available in your market. How much adaptation would be needed to suit this product to the market where you are?

This mini case reviews how HamidiUlukaya, a Turkish immigrant to the U.S., introduced authentic Greek yogurt into the U.S. market, buying a closed yogurt plant in upstate New York from Kraft. He began with a SBA grant. Ulukaya prides himself in being close to his consumer and not doing market research, but rather, relying on his instinct, informed by discussions with the consumer.