ABSTRACT
The most important reasons for international failure are insufficient preparation and lack of information. Most companies understand the need in the domestic marketplace to study what customers want, why they want it, and how they go about filling their needs. Yet, many overlook these components when expanding into global markets. Whether they blame lack of funds or manpower for failing to properly research new markets for the company’s goods or services, the end result is, at worst, a failure, and at best, an unnecessary struggle.
