Expanding a business beyond U.S. borders is more than just a growth strategy—it’s an opportunity to serve new markets, increase revenue, and build global influence. In a recent conversation between small business expert Ramon Ray and global business leader Dr. Daniel Thadani, we explored what it takes for American companies to successfully scale internationally.
Dr. Thadani brings over two decades of experience in Europe, Central Asia, and now the U.S., primarily in the pharmaceutical and biopharmaceutical industries. His unique insights help entrepreneurs and mid-sized business leaders navigate the complex yet rewarding path of international expansion.
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Why American Businesses Should Think Global and Act Local
The first and most fundamental question is: Should American companies go global?
Dr. Thadani’s answer is a resounding yes.
“Today, multiple U.S. businesses have gone global. Apple, Amazon—they’re examples of how innovation and quality travel well,” he explains.
He notes that U.S. products are often viewed as high-quality benchmarks across international markets, particularly in Europe, Asia, and Africa. This brand trust can be a strong competitive advantage for companies expanding abroad.
Start Local to Go Global
A critical mistake many companies make is thinking too broadly—“We want to expand to Europe” or “Let’s sell in Africa.” Dr. Thadani advises narrowing your focus.
“It’s not about going to Europe—it’s about going to Germany. Not Africa—Ghana,” he explains. Local markets differ greatly in language, culture, regulations, purchasing power, and consumer behavior.
His advice? Treat each market like a new business. Understand the epidemiology (for healthcare), local needs, and cultural nuances. Whether you’re selling water filters or wellness products, knowing your ideal customer in a specific country is key.
Entry and Exit: Plan Both Carefully
Another crucial insight from Dr. Thadani is to weigh both the cost of entry and the cost of exit when expanding.
“Understand not just how to enter a market, but also how you would exit if needed. What are the legal, regulatory, or supply chain risks?” he asks.
Companies should build a sustainable commercialization model, taking into account:
- Regulatory timelines (in pharma, product registration alone can take a year)
- Local licensing requirements
- Cost structures and pricing expectations
- Distribution challenges
Whether you’re launching a new tech product or a wellness brand, don’t underestimate the time, money, and patience required.
Local Marketing: One Size Doesn’t Fit All
When it comes to marketing, localization is critical. Dr. Thadani suggests understanding the “segment within the segment.” For example, the middle class in many emerging economies mirrors Western middle-class buying behavior but still has unique expectations.
Instead of exporting your American campaign as-is, adapt it to local values, language, and media consumption habits. He encourages businesses to either partner with local distributors or hire local marketing experts to ensure your message resonates.
Keep the American Mindset—But Learn Local Culture
Many American entrepreneurs wonder if they need to abandon their Western mindset to succeed globally. Dr. Thadani says: not at all.
“It’s good that you have the American mindset—and you should keep it,” he says. “But adapt the presentation locally.”
That means respecting cultural etiquette, understanding local buyer psychology, and knowing how people interact with brands. In some countries, a strong handshake and direct pitch may work wonders. In others, a softer, relationship-driven approach might be better.
Hire Local, Think Global
If you’re customer-facing, hire local, Dr. Thadani advises. Local team members understand the culture, language, and customer expectations—critical when building relationships and earning trust.
At the same time, your company’s core values and innovation—its “American DNA”—can remain intact. This blend of local insight and global ambition is often what separates successful international ventures from failed ones.
Key Questions Before You Expand Globally
Dr. Thadani offers a checklist of key questions for businesses considering international growth:
- What’s the cost of entry and exit in this market?
- Is my business model sustainable long-term?
- What’s the local need or demand for my product?
- How does the regulatory environment impact me?
- Do I understand the local distribution and supply chain structure?
Final Word: Keep Learning
Dr. Thadani’s final advice is simple yet profound: “Keep learning. When life gives you lemons, make lemonade.”
The world is full of opportunities, but it takes humility, curiosity, and adaptability to make the most of them. With the right strategy and mindset, American businesses can grow far beyond their borders—and thrive.
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