A Model for Expanding Your Business into Foreign Markets (HBR)

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In May, 2024, it was 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.

According to a study by the author Joshua Conrad Jack and a colleague, however, cultural differences are greater today than they were 40 years ago, which explains why some major corporations have failed in their recent efforts to establish a foothold in new countries. 

Companies need to adapt, the author argues, and to that end in this article he presents a general model for global leadership in the face of cultural divergence.

Joshua Conrad Jack is a Neubauer Family Assistant Professor at the University of Chicago’s Booth School of Business.  Other articles by him.