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Glo
ba
l E
xp
an
sio
n
Glo
ba
l E
xp
an
sio
n ��
Ge
t it
Rig
ht
the
Fir
st T
ime
Aro
un
d
Ge
t it
Rig
ht
the
Fir
st T
ime
Aro
un
d
SL
WT
AO
ctob
er 2
2, 2
00
9
Mo
na
Pe
arl
(312
) 6
42
46
47
Bey
ond
AS
trat
egy.
com
In t
he
ve
ry n
ea
r fu
ture
, U
.S.
bu
sin
ess
es
wil
l fa
ll
into
on
e o
f tw
o e
xtr
em
e c
ate
go
rie
s:
A w
ait
and
see
min
dse
t is
not
hin
g sh
ort
of o
rgan
izat
ion
al s
uic
ide.
On
th
e ot
her
han
d, a
rea
ctio
nar
y, il
l-co
nce
ived
glo
bal e
xpan
sion
is
no
imp
rove
men
t. T
hat
too
sp
ells
dis
aste
r.
1)S
kil
led
pla
ye
rs i
n t
he
glo
ba
l m
ark
etp
lace
, a
nd
2)
Te
nta
tiv
e p
lay
ers
th
at
forc
ed
th
em
selv
es
ou
t o
f b
usi
ne
ss.
Wh
en K
PM
G G
loba
l En
terp
rise
In
stit
ute
su
rvey
ed U
.S. m
idd
le m
arke
t co
mp
anie
s in
late
20
07,
it f
oun
d t
hat
58
% o
f al
l bu
sin
esse
s su
rvey
ed
pla
nn
ed t
o in
crea
se t
hei
r gl
obal
pre
sen
ce o
ver
the
nex
t fi
ve y
ears
, an
d
one-
thir
d p
lan
ned
to
mai
nta
in t
hei
r cu
rren
t gl
obal
pre
sen
ce.
Inte
rest
ingl
y, in
th
e sa
me
surv
ey, f
ewer
th
an h
alf
of a
ll r
esp
ond
ents
sai
d
thei
r ex
pan
sion
eff
orts
ove
r th
e p
ast
two
year
s h
ad b
een
su
cces
sfu
l;
the
refo
re,
50
% w
ere
un
succ
ess
ful!
Wit
h f
ailu
re r
ates
like
th
ese,
it�s
tim
e to
ask
�W
hat
are
we
doi
ng
wro
ng?�
Mos
t im
por
tan
tly,
wh
at
mu
st b
e d
on
e d
iffe
ren
tly
to im
pro
ve c
han
ces
for
futu
re s
ucc
ess
in t
he
glob
al m
arke
tpla
ce?
To
p c
ha
lle
ng
es
com
pa
nie
s fa
ce:
1.O
vers
eas
acqu
isit
ion
s fa
il t
o d
eliv
er2.
Th
ey s
tru
ggle
to
exp
and
lack
ing
the
know
led
ge a
nd
dat
a as
to
wh
ere
in t
he
wor
ld t
hey
sh
ould
go
and
wh
at t
acti
cs t
o im
ple
men
t3.
Mon
ey a
nd
man
agem
ent
effo
rt is
was
ted
, oft
en b
ecau
se o
fu
nso
ph
isti
cate
d m
anag
emen
t ap
pro
ach
es
Wh
y co
mp
an
ies
face
th
ese
ch
all
en
ge
s?
1.U
ncl
ear
stra
tegi
c d
irec
tion
2.U
nd
eres
tim
ated
ris
k3.
Poo
r al
ign
men
t be
twee
n v
isio
n, m
issi
on, r
esou
rces
, st
rate
gy a
nd
op
erat
ion
s
Ph
ase
on
e �
Pre
lim
inar
y an
alys
is a
nd
sc
reen
ing:
m
atch
ing
com
pan
y/co
un
try
nee
ds
Ph
ase
tw
o �
Ad
apti
ng
the
mar
keti
ng
mix
to
targ
et m
arke
ts
Ph
ase
th
ree
�
Dev
elop
ing
the
pla
n
Ph
ase
fo
ur
�
imp
lem
enta
tion
an
d c
ontr
ol
En
viro
nm
enta
l u
nco
ntr
olla
ble,
co
mp
an
y cu
ltu
re,
an
d s
cree
nin
g.
Ho
st c
ou
ntr
y (s
) co
nst
rain
ts
Co
mp
an
y cu
ltu
re
Ma
tchi
ng
mix
re
quir
emen
ts
Pro
du
ct
Pri
ce
Pro
mo
tio
n
Dis
t./p
lace
Ph
ysic
al
Evi
de
nce
Pe
op
le
Pro
cess
Ma
rket
ing
pla
n
dev
elop
men
t
Sit
ua
tio
n
an
aly
sis
Ob
ject
ive
s
Str
ate
gic
op
tio
ns
Ta
ctic
s
Bu
dg
et
Imp
lem
enta
tion
, ev
alu
ati
on,
mea
sure
men
t,
con
trol
Ob
ject
ive
s a
nd
st
an
da
rds
Ass
ign
re
spo
nsi
bil
itie
s
Me
asu
re
pe
rfo
rma
nce
Co
rre
ctiv
e
act
ion
Wh
y G
o G
lob
al?
De
cisi
on
Ma
kin
g
1.D
eter
min
e in
tern
atio
nal
dem
and
�Is
th
ere
dem
and
for
you
r p
rod
uct
s/se
rvic
es
abro
ad?
2.A
dap
tin
g to
cu
stom
er n
eed
s
�If
so,
sh
ould
th
ose
pro
du
cts
be a
dap
ted
?
3.E
ntr
y st
rate
gies
�H
ow t
o en
ter
into
glo
bal m
arke
ts?
Be
fore
Yo
u G
o
Op
tio
ns
Ma
rke
t E
xp
an
sio
n S
tra
teg
ies
Th
e d
ecis
ion
to
exp
and
by:
�S
eeki
ng
new
mar
kets
in e
xist
ing
cou
ntr
ies
�S
eeki
ng
new
cou
ntr
y m
arke
ts f
or a
lrea
dy
iden
tifi
ed a
nd
se
rved
mar
ket
segm
ents
Se
rio
usl
y, w
hy
go
glo
ba
l?
Pro
act
ive
:
!In
crea
se p
rofi
t
!T
ake
adva
nta
ge o
f p
rod
uct
life
cycl
e
!A
chie
ve E
con
omie
s of
sca
le
Re
act
ive
:
!C
omp
etit
ive
pre
ssu
res
!O
verp
rod
uct
ion
an
d e
xces
s ca
pac
ity
!D
ecli
nin
g d
omes
tic
sale
s
!Sa
tura
ted
dom
esti
c m
arke
ts
So
cia
l a
nd
Cu
ltu
ral
En
vir
on
me
nts
�Cu
ltu
re i
s m
ore
oft
en
a s
ou
rce
of
con
flic
t th
an
of
syn
erg
y.
Cu
ltu
ral
dif
fere
nce
s a
re a
nu
isa
nce
at
be
st a
nd
oft
en
a
dis
ast
er.
"
Pro
f. G
eert
Hof
sted
e, E
mer
itu
s P
rofe
ssor
, Maa
stri
cht
Un
iver
sity
.
Cu
ltu
re,
at
its
ba
sic
lev
el,
is
the
co
lle
ctiv
e m
en
tal
pro
gra
mm
ing
o
f p
eo
ple
in
an
en
vir
on
me
nt.
Re
sea
rch
ing
an
d A
na
lyzi
ng
In
tern
ati
on
al
Ma
rke
ts
Ma
rke
t in
form
ati
on
�M
arke
t p
oten
tial
�C
onsu
mer
/ c
ust
omer
att
itu
des
an
d b
ehav
iou
r
�C
han
nel
s of
dis
trib
uti
on
�C
omm
un
icat
ion
s an
d m
edia
�M
arke
t so
urc
es
�N
ew p
rod
uct
s
Co
mp
eti
tive
in
form
ati
on
�C
omp
etit
ive
busi
nes
s st
rate
gy a
nd
goa
ls (
mis
sion
an
d
rati
onal
e of
th
e co
mp
any)
�C
omp
etit
ive
fun
ctio
nal
str
ateg
ies
and
pro
gram
s (t
arge
t m
arke
ts, m
arke
tin
g m
ix, e
tc.)
�C
omp
etit
ive
oper
atio
ns
(mor
ale,
em
plo
yee
tran
sfer
s,
i.e. d
etai
l)
Fo
reig
n e
xch
an
ge
�B
alan
ce o
f p
aym
ents
, in
tere
st r
ates
, etc
�P
resc
rip
tive
info
rmat
ion
e.g
ince
nti
ves,
con
trol
s,
regu
lati
ons.
�C
oun
try
mon
etar
y an
d f
isca
l pol
icy
�E
xpec
tati
ons
of b
anke
rs, t
rad
ers,
an
alys
ts, e
tc
�G
over
nm
ent
pol
icy
in r
elat
ion
to
its
own
co
mp
etit
iven
ess
Re
sou
rce
in
form
ati
on
�H
um
an r
esou
rces
�M
oney
�R
aw m
ater
ials
�M
&A�s
, joi
nt
ven
ture
s
Ge
ne
ral
con
dit
ion
s
�E
con
omic
fac
tors
-e.
g. g
row
th
�So
cial
fac
tors
e.g
. cu
stom
s, a
ttit
ud
es
�P
olit
ical
fac
tors
e.g
inve
stm
ent
clim
ate
�Sc
ien
tifi
c an
d t
ech
nol
ogic
al f
acto
rs -
maj
or
dev
elop
men
ts a
nd
tre
nd
s
�M
anag
emen
t an
d a
dm
inis
trat
ive
fact
ors
e.g.
rep
ort
pro
ced
ure
So
urc
es
of
info
rma
tio
n
Th
ere
is s
uch
th
ing
as
too
mu
ch
info
rma
tio
n.
Fiv
e r
ule
s fo
r in
tern
ati
on
al
rese
arc
h
�N
o.
1:
�W
hat
info
rmat
ion
do
I n
eed
?
�W
her
e ca
n I
get
th
is in
form
atio
n?
�W
hy
do
I n
eed
th
is in
form
atio
n?
�W
hen
do
I n
eed
th
is in
form
atio
n?
�W
hat
is t
his
info
rmat
ion
wor
th in
$?
�W
hat
is t
he
cost
of
not
obt
ain
ing
this
info
rmat
ion
?
�N
o.
2:
Star
t w
ith
des
k re
sear
ch
�N
o.
3:
Iden
tify
th
e ty
pe
of in
form
atio
n t
hat
is a
vail
able
fro
m
over
seas
sou
rces
�N
o.
4:
Kn
ow w
her
e to
look
(or
fin
d s
omeb
ody
that
doe
s)
�N
o.
5:
Do
not
ass
um
e th
at t
he
info
rmat
ion
th
at y
ou g
ain
is
com
par
able
or
com
ple
te.
En
try
ev
alu
ati
on
pro
ced
ure
Stag
e 1
-C
oun
try
iden
tifi
cati
on
Stag
e 2
-P
reli
min
ary
scre
enin
g
Stag
e 3
-In
-dep
th s
cree
nin
g
Stag
e 4
-F
inal
sel
ecti
on
Ne
go
tia
tio
ns
Acr
oss
Co
un
trie
sH
igh
co
nte
xt
cult
ure
�T
he
mea
nin
g of
ind
ivid
ual
beh
avio
ur
and
sp
eech
ch
ange
s d
epen
din
g on
th
e si
tuat
ion
�N
onve
rbal
mes
sage
s ar
e fu
ll o
f im
por
tan
t m
ean
ing
(rea
d
betw
een
th
e li
nes
)
�C
ontr
acts
. W
ritt
en c
ontr
acts
are
not
alw
ays
enfo
rcea
ble
as
new
peo
ple
mov
e in
to e
xecu
tive
pos
itio
ns
Lo
w c
on
tex
t cu
ltu
re
�In
ten
tion
s ar
e ex
pre
ssed
ver
ball
y
�T
he
situ
atio
n d
oes
not
ch
ange
th
e m
ean
ing
of w
ord
s
�C
ontr
acts
Me
asu
rin
g &
Co
ntr
oll
ing
P
erf
orm
an
ce
�Se
t ta
rget
s �
quan
tifi
ed o
bjec
tive
s an
d/o
r bu
dge
ts.
�D
eter
min
e th
e m
eth
od(s
) of
mea
sure
men
t
�M
easu
re t
he
resu
lts
at t
he
end
of
each
per
iod
�C
omp
are
resu
lts
agai
nst
th
e ta
rget
s an
d id
enti
fy
vari
ance
s
�Id
enti
fy a
nd
imp
lem
ent
any
nec
essa
ry c
orre
ctiv
e ac
tion
Te
chn
iqu
es
for
Me
asu
rin
g &
C
on
tro
llin
g P
erf
orm
an
ce
�F
inan
cial
an
alys
is e
.g. r
atio
an
alys
is, v
aria
nce
an
alys
is, c
ash
fl
ow, m
onit
orin
g ca
pit
al e
xpen
dit
ure
.
�M
arke
t an
alys
is �
i.e. m
arke
t d
eman
d, m
arke
t sh
are,
mar
keti
ng
reso
urc
es.
�S
ales
an
alys
is �
e.g.
sal
es t
arge
ts, s
elli
ng
cost
s.
�P
hys
ical
res
ourc
es a
nal
ysis
�an
alys
is o
f p
lan
t an
d e
quip
men
t u
tili
sati
on, o
ther
mea
sure
s of
pro
du
ctiv
ity
and
pro
du
ct q
ual
ity
�S
yste
ms
anal
ysis
�co
nsi
der
th
e ef
fect
iven
ess
of i
mp
lem
enta
tion
an
d a
pp
lica
tion
of
you
r re
sou
rces
.
�O
ther
s. .
. . .
.
Ju
st D
o I
t!
Ju
st D
o I
t!
�Th
e im
por
tan
t th
ing
is n
ot b
ein
g af
raid
to
take
ach
ance
. R
emem
ber
, th
e gr
eate
st f
ailu
re is
to
not
try
. O
nce
you
fin
d s
omet
hin
g yo
u lo
ve t
o d
o, b
e th
e be
st a
td
oin
g it
.�D
ebb
i Fie
lds
Gro
wth
In
du
stri
esW
inn
ing
Bu
sin
ess
Stra
tegi
es
Dif
fere
nce
s/
Sim
ilar
itie
s
Op
por
tun
itie
sC
hal
len
ges
Tre
nd
s
The
Eco
nom
ist
�No
bo
dy
rea
lly
kn
ow
s w
ha
t st
rate
gy
is.�
03/1
1/20
0927
©M
arc
Sni
ukas
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