ALL ARTICLES AND INSIGHTS
Explore strategy, markets, and business perspectives.
Your U.S Price Doesn't Travel
Using a US retail price as the starting point for Asian expansion can lead to costly pricing mistakes. Explore how import duties, consumption taxes and channel commissions shape local pricing, affect margins and influence market entry decisions across Asia.
A Category's Score in One Market Says Nothing About the Next
A category that scores well in one market may perform very differently in another. Learn why category prioritisation must be based on market-specific evidence, including regulatory complexity, competitive intensity, and commercial viability.
The SKU You Already Make Isn't Automatically the SKU the Market Wants
Existing production does not guarantee market fit. Learn how to identify SKU selection bias and ensure expansion decisions reflect local market preferences, not manufacturing convenience.
Your "Best-Seller" Isn't the Same Product in Every Market
When entering a new Asian market, assuming the same flagship product will anchor pricing can lead to misleading benchmarks and poor pricing decisions. Before building the comparison, confirm which SKU actually leads in the target market.
The Anchor You Used Last Market Is Probably the Wrong One This Time
The pricing benchmark that worked in one Asian market may be the wrong reference for the next. Best-selling SKUs, relevant competitors, and channel dynamics change from market to market, yet expansion teams often carry forward the anchors from previous pricing exercises. The result can be a precise-looking comparison built on the wrong reality. Before setting a price, re-establish the right product and competitor anchors for the market in front of you.
A Domestic Bestseller Can Be a Poor First Export — for Reasons That Have Nothing to Do With Quality
A positioning claim only works if the price and format behind it agree with it. When they don't, consumers notice instantly — and the cost isn't a weak launch, it's a credibility problem that follows the brand.
Before You Choose What to Sell Abroad, Map What Already Wins There
Most brands choose their first international product before they understand what the market already rewards. Here's why that sequence — and not the product itself — is usually the mistake.
Consumer Trends Change Faster Than Most Expansion Plans
Consumer demand evolves continuously, yet many expansion strategies rely on outdated assumptions. Leading brands revisit consumer trends throughout the planning process, ensuring category prioritization reflects current market realities rather than historical conditions.
Execution Capacity Is a Growth Constraint
Successful regional expansion depends not only on market opportunity but on organizational capacity. Every new category adds operational complexity, making disciplined execution essential for sustainable growth.
Market Expansion: The Need To Be Asset Light
Market expansion does not require massive upfront investment. Asset-light models help businesses enter new markets, test demand, and scale efficiently while avoiding the burden of unnecessary fixed costs.