Category: Go-To-Market

Within the CPA-CAGE-PMA analysis the Global Expansion Country Potential Analysis (CPA) should always serve as the initial phase. Setting the stage is crucial because the entire framework requires a solid starting point. The CPA provides this foundation. It might seem counterintuitive that this blog series began with the middle part of the model. This choice…

Expanding a business internationally presents numerous challenges, regardless of the product, solution, or service being offered. In previous blogs, we focused extensively on the human and cultural differences between countries. This blog, however, will address the final two components of the CAGE framework— Global Expansion Geography and Economy. By comparing and measuring these attributes in…

I often suggest that Australia can be seen as “Europe at a distance,” though I recognize that my Australian friends might not entirely appreciate this comparison. They are, after all, distinctly not Europe. However, from a business perspective, this statement holds significant relevance. Business practices in Australia bear a strong resemblance to those in Europe.…

Most of us are well aware of the differences between regions, states, countries, and continents. These cultural variations extend beyond language and encompass diverse behavioural aspects of the society. On a personal level, we are often quite conscious of these distinctions, with travel bringing a blend of excitement and apprehension. However, in business, it’s surprising…

As mentioned in last week’s blog, the concept of CPA-CAGE-PMA will be introduced and explained. The way the letters are connected suggests a clear three-stage process. While stages 1 and 3 are commonly used when entering a new market, the middle stage, CAGE, provides the most value in determining market accessibility. This stage is often…

Growing companies, particularly start-ups and scale-ups, often consider how they can expand their business to maintain their growth momentum. Before addressing the question of “how,” it’s essential to first explore the “why” behind global expansion. There are several compelling reasons to develop a Go-to-Market strategy beyond your current market: and many more…. In essence, there…