For companies with global ambitions, especially those in the U.S. looking to expand internationally, Europe is a natural first choice given its maturity and large consumer market. Because of this maturity, many companies assume taking a ‘copy-and-paste’ approach to European expansion will suffice.
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Expanding into the European market can be a significant boon for U.S. tech companies, on par with a new type of customer or a new product line. Why then, do so many companies get it wrong?
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