the.com/market entry
the moment a company stops guessing and starts finding out, expensively.
means the strategy and process a business uses to start selling in a new country or market it hasn't operated in before.
from grew out of mid-20th-century international business theory, when firms expanding past their home borders needed a name for the messy choice between exporting, licensing, or just building the thing yourself abroad.
failure ratemost cross-border launches underperform their own business case
cheapest modeexporting risks least, controls least
priciest modewholly owned subsidiaries cost most, control most
local partner taxjoint ventures trade profit share for local knowledge
for instance
walmart germany — exited 2006 after 8 years, lost roughly 1 billion dollars
starbucks australia — closed most stores by 2008, misjudged cafe culture
uber china — merged into didi 2016 after brutal subsidy war
ikea india — waited 12 years for regulatory approval before opening 2018