Giving You The Business

Breakfield and Burkey
4 min readJan 2, 2021

Working in Foreign Markets

Image by Garik Barseghyan from Pixabay

How do those multi-national company’s do it? In the MBA classes, professors discuss and teach how to enter your goods and services into foreign markets. There are several step-by-step formulas to approach foreign nationals to gain access to their evolving consumer base. But what they don’t teach you is how to know ‘this be a snake pit’.

We Americans pride ourselves on ‘Doing the Deal’ to secure foreign markets in record time. That business model works well in North America and somewhat in the EU, plus Britain. However, it seems to fall short in South America. The wheels really come off the machinery when we start working with the Asian markets and India. For these markets, it is all about the relationship first, THEN they do business. For Americans, this approach is distinctly foreign.

We’ve watched North American companies for two decades race to Asian markets to open up shop and just start selling. After all, it works in the US, so why not everywhere else? Well, it doesn’t quite work that way. In fact, companies might want to re-think the price of admission to the Asian markets.

Entry to Asian Markets

First, you don’t get to ship your US-made goods in for sale since that is a drain on the target market. If you want to create products in a…



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