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Many US companies already market their products or services internationally. However, today’s competitive global business environment demands that all companies, large and small, new and old, give consideration to the strategic option of expanding their markets to other nations. This option can hold the potential for increased competitiveness and step-change increases in revenue and therefore cannot be ignored.
Those companies that have a well-established international presence are able to use their in-house resources, developed from many years of experience, to generate revenue from international markets. However, other, often smaller and more recently formed companies may lack this history and experience. As important, they may also lack resources such as international branch offices, ex-patriot personnel or in-house experts with an understanding of markets and business practices in specific countries.
One approach to filling this gap is to form an alliance relationship with a “partner” company that already has an established presence in a market region outside the US.
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