International Strategy
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Going Global: A Simple Model for Targeting New Markets
If you’re thinking about going global, one of the first things you’ll look at is which markets to target. There are many models for thinking about international market selection as part of your broader international expansion strategy. One of my favorites is simple and looks at just two factors: 1) the size of a market…
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How to Improve Your Market Entry Strategy with Country-Level Data
Whether you’re just getting started with market entry strategy or you’ve been growing your international customer base for years, here’s one important piece of advice. Whenever possible, analyze data at the country level instead of the regional level. It doesn’t really matter what type of data you’re looking at. Looking at the country level enables…
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Entry Strategies for International Markets You Might Be Overlooking
How can you avoid missing important countries in your entry strategies for international markets? If you’re a digital business with success marketing online in English, you’re likely to see international interest in your products or services from your earliest days. After all, English is a global language. Marketing in English, even if you’re just trying…
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What to Consider When Expanding a Business Internationally
It’s important to know what to consider when expanding a business internationally. In the past, people working in international business embraced the notion of cultural distance. According to such theories, it costs less for a company to go into countries that are culturally similar to your own. The idea was that if you could stage…
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7 Questions to Ask When Entering a New Market
It’s important to know what questions to ask when entering a new market. You’ll need to understand who your customer is, separately, in each country you target. You also need to understand what your customer’s motivations are, before you can really start to make clear sense of their behaviors as portrayed via data. While it’s…
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5 Data Sources to Inform Your Transnational Strategy
Data-driven decision-making is important. But, companies are usually swimming in data, and looking at data across many markets can be tricky. Figuring out which data is most likely to lead you to the best decisions for your transnational strategy is critical. Here are some of the most important external data sources you can use to…
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Three Steps to Building International Expansion Strategies
If you’re creating international expansion strategies, this article will help you understand which markets to focus on, how much to invest, and when to make those investments.
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How to Build an International Market Entry Framework
Many companies struggle to create an international market entry framework. One of the underlying reasons is that they also struggle to measure their market size in a way that is clear, concise, and consistent. Why is it such a difficult chore? Many businesses address a known market, but also, a market that isn’t yet addressed.…
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Lessons in Global Expansion from Etsy’s COO Linda Kozlowski
The digital landscape is changing, and customers are changing along with it. We sat down with Linda Kozlowski, the COO of Etsy and former COO of Evernote, who told us that for many companies, going global is no longer a choice, but rather a basic expectation. You started off working in communications and journalism. How…