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How to Conquer New Markets with Old Skills
Guillen, Mauro F.; Garcia-Canal, EstebanArticle HBS-R1011K-EStrategyMany firms sit on the sidelines of global competition, believing they need to develop innovative products or leading brands before venturing abroad. The international success of Spanish companies like Telefonica, Freixenet, Banco Santander, and ALSA proves such thinking dead wrong. They all became global players in their industries-by excelling at old-fashioned capabilities. The Spanish firms skipped the risky, expensive strategy of opening their...Starting at €8.20