Market Entry in the USA – Overnight Sensation or Disaster?
Executives who invest in the USA hear of fantastic success stories. Consultants present brilliant tales of entering the US market. Unfortunately, in reality the opposite is the case. Instead of “overnight sensations”, too many German, Austrian or Swiss companies (D-A-CH) deliver weak returns, if at all. Research shows that over 70% of US market entries fail to deliver measurable success. Still, in light of…