Insights · Topic
Building a long-term commercial presence in a foreign market — why export is not enough, and what becoming part of the market actually requires.
Selling products abroad and becoming part of a market are different projects with different timelines, teams and economics. Most failed U.S. expansions confused the two.
Becoming part of a market rests on nine capabilities. Export needs one or two of them. That is the whole difference, and it explains why so many expansions stall after the first orders.
A temporary export manager is not a sales agent and not a consultant. It is a senior operator inside your company, in the market, for a defined period, with infrastructure behind them.
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