What makes global market selection and entry so difficult? Research shows there is a pervasive the-grass-is always- greener effect that infects global strategic decision making in many companies—especially those without global experience—and causes them to overestimate the activeness of foreign markets.
Target Market Selection Few companies can afford to enter all markets open to them. Even the world’s largest companies, such as General Electric or Nestle, must exercise strategic discipline in choosing the markets they serve. They must also decide when to enter them and weigh the relative advantages of a direct or indirect presence in […]