Companies encounter a bunch of challenges when it comes to marketing in other countries. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing, so
This week, I’ve been reading a great book by Stephen M.R. Covey (son of the author of 7 Habits of Highly Effective People) called The Speed of Trust, and this has prompted me to think about the importance of trust in international business. Too often, trust in international business is low. This is
When it comes to selling internationally, big mistakes are often made around product-market fit. It’s easy to understand how it happens. When companies are intimately acquainted with the desires and expectations of customers at home and have been meeting those to a high standard for a long time, they sometimes
The international trade landscape has shifted dramatically in the last twelve months. A year ago we were at the top of the economic cycle, COVID was just making the news and down here in Australia, trade with China was rocketing along. Things looked rosy. 2020 changed all that. COVID ravaged
In my blog Choosing the Right Market: Four Pitfalls to Avoid, I covered some of the key mistakes that people make when it comes to choosing an international market to expand a business to. Because of the political, social and economic volatility that rocked the world in 2020, making smart
In my previous posts on market selection, I’ve talked about some of the common pitfalls to avoid as you embark on the international market selection process, as well as four questions to help you get started. Once you have narrowed down your list of potential target markets, it’s time to
In this series on choosing the right international market in 2021, the year of volatility, we’ve looked at common pitfalls, questions to ask, and barriers to entry. In this blog, I want to run you through the final considerations that you need to take into account before you go ahead
If you’re new to ‘going global’, working with a local partner can be a good way to get started. Teaming up with a business that already has feet on the ground can bring huge gains. Whereas your business probably has specialist expertise in a particular field or technology, your partner
I’m thinking of selling my product overseas. What level of due diligence should I do to make sure the product is suitable for the local market? This is a question that came across my desk recently and it’s a great one, because there’s an almost endless amount of market research
COVID-19 has created huge disruption in some industries and opened up massive opportunities in others. For many companies, there’s never been a better time to ‘go global’, but to do so, you need a tailored international marketing strategy…
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Dearin & Associates is an international strategy consulting firm that advises companies on international expansion, marketing research and modelling, cross-cultural training and strategic business connections.
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