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To build an international business, it's about growing better, not faster

To really succeed in international expansion, a business needs to be customer-obsessed, not self-obsessed.

Even large enterprises fail to get the right idea. Take Starbucks; after opening 90 locations in Australia in just eight years, it was forced to close 61 of them. The reason? Starbucks simply didn't appeal to Australians' tastes. It served sweeter coffee than Australians liked, while charging more than existing local cafes.

STARTING a business has never been easier, but scaling one has never been harder. For those that do succeed in their home markets, formulating plans to expand overseas is often the next step in scaling up. After all, slowing growth in any one country is common - even inevitable - once a business...

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