When Expanding into a Foreign Market, Your Outsider Status Is a Competitive Advantage

Whether capitalizing on outsider status to tap into local labor markets, establishing potent associations to build credibility, or forging strategic partnerships to foster mutual international growth, your foreignness can indeed become your competitive edge. By embracing a nuanced approach that acknowledges and leverages foreignness, companies can not only navigate but thrive in unfamiliar territories.

For example, when Uber entered the Japanese market, its disruptive model clashed with localand a culture that prioritizes adherence to rules. Similarly, InMobi, the Indian ad tech firm, once faced hurdles in growing its business in China, where its brand recognition was limited. Even Starbucks, a global coffee brand, found itself overshadowed by local coffee chainAccelerate your career with Harvard ManageMentor®.

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A Model for Expanding Your Business into Foreign MarketsIt used to be thought that globalization would flatten out cultural differences among countries and regions of the world, making it easier than ever for companies to move into foreign markets.
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Sapporo-Stone expansion nearly complete; sets sight on expanding US marketWhen Sapporo Brewing bought Stone Brewing Company in 2022, the plan was to expand the facility to brew both Sapporo and Stone beers.
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