Everyone forgets the fourth “C” when they go into a new market. A client and I talked about their plans to grow into Europe over lunch a few weeks ago. As we talked about what makes a market launch important, they said, “It’s all about the company, the customers, and the competition.” I was a bit surprised and asked. “What about culture?” The client...
The 4th “C” Everyone Forgets When Entering a New Market
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