Last week, we featured an interview with a fashion entrepreneur from Sri Lanka. The feedback we received was overwhelmingly positive, indicating a high appreciation for this type of content and suggesting a path worth pursuing.
What struck us most was the entrepreneur’s gratitude for the visibility our international platform offered her. It made us contemplate her efforts toward constructing a global brand, a logical move in an industry as saturated as fashion, primarily for scalability reasons.
👉 Read the full interview with the fashion entrepreneur, Sharifa Moulana
Seizing this opportunity, this week, I would like to delve into the role that marketing plays in the processes of internationalization, drawing insights from a great book titled International Entrepreneurship, authored by Antonella Zucchella, Birgit Hagen, and Manuel G. Serapio (Edward Elgar).
Reaching out to customers worldwide and making a mark globally is tough for any company, especially smaller ones new to the international scene. These challenges stem from their size, newness, unfamiliar territory, and how quickly they are trying to expand globally.
Understanding customers
Entrepreneurial marketing’s power lies in understanding customers deeply and finding smart, budget-friendly ways to enter and adapt to new markets. Take Airbnb, for example—they grew internationally by cleverly tapping into their existing users through innovative referral programmes. Similarly, Spotify succeeded by adapting its services to different cultures and languages swiftly.
This adaptability is pivotal. It is all about decoding what customers want and turning that into something they are eager to buy. For entrepreneurs eyeing global expansion, this ability is their most valuable asset.
👉 Read also People’s Desires
Leveraging creativity
But there is another aspect that makes entrepreneurial marketing a key ingredient for entrepreneurs willing to expand in different markets. That is their capacity to make the most of their lack of resources by leveraging creativity to deliver something that will stick in the mind of the customer.
If I must think of something really powerful in this regard, my mind would go to Red Bull. In 1994, when the company aimed to launch its energy drink in London, the challenge was that not many people knew about it.
The team came up with a clever plan: they strategically placed empty Red Bull cans in hotspots like clubs and colleges, knowing students need energy for both studying and fun. This created the impression that everyone was into Red Bull. As a result, more folks started buying it, assuming it must be super popular since everyone else seemed to be drinking it. In the end, attention is the name of the game.
Nurturing relationships
Last but not least: relationships. An entrepreneur needs to build relations to go international. However, this endeavour could become challenging in the absence of an established brand, which takes time, making relationship-building potentially a barrier to entry. This is possibly the reason why our friend from Sri Lanka thanked us for providing her visibility on our platform.
👉 For more tips, keep reading our blog. If in need of advice, just DM us on X (formerly Twitter).
Dr Luca Sabia is a Lecturer in Enterprise and Entrepreneurship and MSc International Entrepreneurship Course Director
Photo by Andy Beales on Unsplash
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