Sunday, November 11, 2007

Answering my reader's comment

Following up on one of the comments left by 1 of my readers to the following post (what is "an 'all-star cast' of assets to have when going into the international arena" ) my professional opinion can be summarized as: you need a man with a plan at least.

What I mean by this is that for any international expansion to succeed, primarily, there should be a person (or a team of people) internal or external working with an organization who have the vision, the knowledge and the experience in the international field. This person or a team of people should be leading the project. As obvious as it sounds it is very often not the case.

For example, I know 1 company which continuously wants to be my client and I continuously refuse to work with them because the new owner (a rich guy from a rural Midwest who never worked abroad) wants me to organize the project of their expansion into Russia the same way the previous owner penetrated South Africa. Overall, the company does have some international experience but the guy at the top doesn't have a clue.

Secondly, any new market entry project should follow a certain set of steps (a plan). The steps are basically the same, no matter what country you are looking at. However, the information you get at each step and decisions you make based on this information will be different for each new market. I developed this topic more profoundly in my article "New Market Entry Strategy" ( Obviously, this is just a basic "skeleton" and my job as a consultant is too put "meat" on it but it gives you a general idea of what I was referring to earlier.

These are just the basics but you will be very surprised to find out how many companies don't get even these basics.

1 comment:

Scott Guye said...

Thanks for the response. Your example is especially direct.