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Avoiding the Risks to Global Expansion

Alan L. Klein
The Marketing Agency
October 2012
www.plattretailinstitute.org/JRA

There is great interest among North American companies with a solid base of success in their domestic market to export that success overseas. They are targeting the established, large consumer economies in Europe and the Pacific, as well as Brazil and other Latin American nations, which are finally viable economically. On top of this are the growing interests in the potential of exporting to the huge, middle class consumer markets emerging in India and China.

Conversely, businesses in Europe, Asia/Pacific and Latin America have long looked to the U.S. market with visions of unlimited opportunity. It’s a nation with a big, affluent, consumption-intensive population, and America is one of the least restrictive markets to enter. America remains among the most desirable export markets in the world.

Success in one place does not predict success in another place. But international expansion presents the classic dichotomy of opportunities offset by challenges. If you are new to global expansion and are planning your strategies, this can be a good time to consider the risks that can trip up even well funded overseas ambitions. In addition to whatever other resources you are consulting, this article from PRI's Journal of Retail Analytics addresses six issues you need to consider.

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