Market Selection
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Go Global Like Goldilocks
In the classic tale of Goldilocks and the three bears, we learn that as the small girl sits in the chairs of each bear, one was too big, one was too small, and one was “just right.” Then she proceeds to eat their porridge and test their beds, finding that really only one truly matches…
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The Risks of Targeting Too Many Markets at Once
Ambitious companies, especially in stages of rapid growth, tend to dream global dreams. They envision their company growing beyond borders, and becoming a major international success story. However, the notion of “divide and conquer” exists for a reason. Spread your company too thin across too many countries, and you’ll have minimal impact. Instead, steady your…
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How to Create a Localization Strategy to Fuel Global Growth
Having a language investment model can help you prepare for international expansion planning.
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What to Do After Sizing Local Market Opportunity
It’s amazing how many companies do a basic sizing exercise to determine a country’s market opportunity, decide to invest in it, and then leave their local in-market teams figure out everything else from there. At a lot of companies, this is where “international strategy” begins and ends. But committing to a market means more than…
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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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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…