It is not just about selling. You need to know the rules of the game existing in the country to which you wish to address my service/product. You have to know the country’s culture, traditions, political context, its existing legal framework, including all constraints and opportunities. In essence, any company wishing to internationalise must evaluate the attractiveness and accessibility of the country they are interested in.
Attractiveness is measured on the basis of the country’s dimensions, the characteristics of its demand segments, the overall acceptance of its products and the critical success factors needed to operate there.
Accessibility is assessed on the basis of several variables, both natural and competitive, such as the country’s physical environment, infrastructures, level of technological development, demographic aspects, social and cultural factors. It also depends on economic variables, such as the country’s national GDP, per capita income, income distribution, and propensity to consume.
This analysis allows you to “measure” the country and to understand whether it is worth investing in.
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