BE
DELIBERATE
Choose wisely and take country complexity into account.
Example: The allure of India’s large population, fast growth, and relative wealth is attractive to many Western companies, but its high complexity has led to high-profile retreats, such as Walmart and GM.
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PACK
LIGHT
Minimize risk by ensuring an easy exit is feasible. Carefully consider the mode of entry and market selection.
Example: Uber kicked‐off operations in Bulgaria with only two local employees. When faced with prohibitive regulatory complexity, Uber cut losses and made a swift exit.
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BYPASS THE
CONGESTION
Bypassing traditional channels may be successful in countries with high market and operational complexity.
Example: Companies like Amway have entered and grown quickly in complex countries. Their salesforce swiftly expands into rural areas and bypasses negotiations with local distribution channels.
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ESTABLISH AN
AWAY BASE
Start with one of the small jewels and use it as a platform for regional coverage.
Example: Small countries have inherent advantages—less diversity in consumer tastes, concentrated populations in urban areas, and fewer challenges transporting products.
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TAKE
A MAP
Moving from low- to high-complexity groups requires new skills and resources.
Example: IKEA’s expansion, while gradual, is noteworthy for how it follows the GMCI roadmap.
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