Internationalisation
5articles
November 2026
5 articles on this page
Strategy & leadership13 min readWhich market next: CAGE ranks them, Uppsala sizes the step
For an owner who already sells in one foreign country and must pick the second. The short answer: rank the candidates by distance with CAGE, then size the first step by what you know and what you can afford to lose, as the Uppsala model says.
- Strategy & leadership10 min read
Dunning's OLI: invest abroad or export?
For a CEO or board weighing a plant abroad against exporting. The short answer: direct investment needs all three of Dunning's advantages, not "one or more", while withdrawing needs only one of them to be missing.
- Strategy & leadership10 min read
Keep the product or change it abroad: the two-pressure grid
For a small-firm owner who already has foreign customers and must decide whether to keep the product as it is or change it country by country. Short answer: do not place the whole firm in one cell; score each element of the offer by the cost of two versions and what local buyers demand.
- Strategy & leadership10 min read
Export, license or invest: choosing a foreign market entry mode
For an SME owner or sales director who has just had a first enquiry from abroad. The short answer: test the three OLI advantages first, then pick the mode by how much control you need and how much capital you can afford to lose.
Strategy & leadership9 min readBorn global or Uppsala steps: which path fits a Vietnamese SME?
For an SME owner or founder who already has customers abroad and is torn between moving fast and moving step by step. The short answer: it depends on whether your asset copies at almost no cost and whether your team knows the target market.