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Thomas Parrott's avatar

Well said, Martin! I have been taking US brands to the UK as the Beachhead for Europe / the world for over 25 years in various guises. One point I think you miss is that it is not just about getting a foothold, but maintaining it. A $billion business I successfully took international failed to invest energy into keeping the international business up to date with the home market. Over a decade later they threw the towel in and retreated back home. International has a tonne of advantages but it also needs advocates at C-level willing to take the time to do all the stuff you list and then continue to spend time on it.

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