What every company needs to know before embarking on global expansion

Scaling your business to foreign markets requires more than simply marketing in a new language—it requires a commitment to understanding local culture, customs, and social conventions When globe-trotting consumers connect seamlessly to a rideshare driver after touching down in a new country or see unfamiliar flavors on the menu of a familiar fast-food chain, they probably give scant thought to the behind-the-scenes efforts it takes to bring such local variations to fruition. Months...