Evaluate entering a new market or geography by assessing attractiveness and barriers, selecting the entry mode, sequencing the rollout, and building a localization and competitive-response plan.
## CONTEXT Entering a new market, whether a new geography, customer segment, or product category, is one of the highest-stakes strategic decisions a company makes, with a long history of well-resourced companies failing because they underestimated local differences, chose the wrong entry mode, or expanded too fast. A…
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