Why Cross-Border Promotion of a Brand is New For China

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Cross-border investment isn’t new. Cross-border promotion of a brand is relatively new for China and increasingly diverse for Japan.

Many of Asia’s corporations are expanding their brands overseas. From Alibaba and Tencent leveraging their internet, social media and payments capabilities to invest in and grow businesses outside China, to Malaysia’s Grab expanding its ride-hailing capabilities in Southeast Asia, companies are broadening their reach.

In the global marketplace, it's easy to expect the unexpected.  In this case, expect Southeast Asian companies to increasingly spread their wings.  But the key to success will be a company's management team and whether it is up for the task.

Want to expand overseas?  Hint:  Make your sure your management team is worth exporting.