Most market entries don’t fail. They stop. Our last piece looked at four decades of trade data and found that new export flows usually end within a year or two, quietly and early. This piece asks the harder question: what…
Market entry gets talked about as a bet. It pays off or it blows up, and everyone knows which by the end of it. The trade data describes something much duller, and much more common. Economists have spent four decades…
In three recent conversations with renewable technology businesses, the same need has surfaced. A customer pilot. One reference site. One installation running in the field and generating operating data. After that, the conversation with the next customer becomes much easier.…
Most manufacturers can describe exactly how they entered a new market. They appointed a distributor, translated the website, printed literature in the local language and took a stand at the regional trade show. What far fewer can describe is who…
New market decisions are often driven by ambition before there is enough evidence to support them. The leadership team has a revenue target, a timeframe and perhaps a competitor already making money in a market the business has yet to…