Entering new markets is a long-term project that demands company-wide commitment, sufficient resources, and sustained effort. As a first step, it requires a solid strategy that is timely, relevant and realistic. Poor preparation and inflexible mindsets too often thwart internationalization efforts.

This white paper discusses key strategic aspects of the first two phases of breaking down a company’s national borders and rolling out international operations: Plan and Launch. It focuses on expansion into European markets. It draws on over 10 years of our combined experience of successfully guiding American tech companies through the full cycle of setting up, growing and leading operations in Europe.