Does Your Company Have What It Takes to Go Global?

Despite positive market indicators and careful planning, international-entry initiatives often fall short. High-profile brands whose global expansions missed their marks include Snapple, Kellogg’s, and Walmart, among many others. When asked why their strategies failed, managers who were so confident about the positive external factors at work often point to negative external factors they hadn’t fully anticipated, such as shifting market conditions, unexpected channel complexity, and aggressive competitors. Those external factors may indeed play a role, but our research shows that real cause of these failure often lies closer to homebest bridal makeup in lucknow

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