A small US firm has developed and patented a new sustainable clothing material that is quickly gaining visibility in the USA. The material is still quite expensive and not suitable for sports clothing, two factors that make the US market limited to the company. The management of the firm is convinced that a global expansion can keep the firm growing and are asking you for a recommendation on market entry.
Share your recommendation for the firm by addressing each of the following questions:
a. Which market the company should enter first and why?
b. When the company should enter that market and why?
c. On what scale the company should enter that market and why?