IT companies with growing revenues and strong mindshare in their home market need to determine early-on when to start their internationalization processes.
This question has become much more time sensitive and strategic as the cost of information has gone down significantly. Barry Downs and Paul Nunes, in their 2014 book “Big Bang Disruption” captures this issue well when they state:
- “Consumer no longer have any excuse for making and uninformed purchase”
- “The cost of search has fallen below the cost of regret”