Critical Thinking International expansion is one pathway for growth for established firms, particularly when their domestic markets reach maturity or have become quite competitive. However, as highlighted in the chapter, when brands expand internationally, they will compete against established brands in the host country that have a “home-court advantage.”

Outline the array of advantages that an established brand in its own domestic market would have over potential new entrants from international markets.

Given these advantages, how can a new entrant to an international market succeed against the local, established players?