The strategy for international expansion depends on two main topics: Method of entry Country (or region of world) selected   Importantly, the process of resolving

Do we adapt our product to the local market or use a standardised international product? More likely to adapt our product or service when: Customers are

‘Global Strategy’ is a shortened term that covers three areas: global, multinational and international strategies. Essentially, these three areas refer to those strategies designed to

There are at least four answers to this question depending on the context: From a company perspective, international expansion provides the opportunity for new sales and

The costs of operating a global strategy may be greater than the benefits – see academic research from Douglas and Wind, Rugman and Verbaeke, Ghemawat

The business case for achieving a global strategy is based on one or more of the factors set out below – see academic research by

Analyse the existing main channels to reach the end users: direct and indirect via distributors, agents, etc. A diagram plotting this can be helpful. The

Market positioning of product or service via price in the target market, e.g. high price to signal high value and exclusivity. Membership of tariff union

Your company Recommended strategy How reliant are you at present on sales from your home country? And how profitable are those sales? Highly reliant? Move

Adequate funds Global strategy requires substantial funds – perhaps US$ 1 billion. Even relatively new companies have needed substantial finance for marketing, business set-up costs