Going Global

The process of going global or internationalisation is often due to the entrepreneur’s interest or background. It could also be opportunities that are apparent to you or just pop up! This chapter begins with the where, why, who, how and when of going global. It then discusses the concept of international competitive advantage that some countries have over others in fashion. Next, the use of PESTLE is re-examined to identify international considerations. International consumer behaviour is considered. Then international market research is discussed by focusing on collection, analysis and market selection. From this market entry and born-global behaviour concludes this chapter.