How do you decide when to enter into a global business and whom to seek advice for the correct strategy? What all factors will you consider when you enter any new market outside your home country or whose opinion will you seek in case you are new in the export-import business. Do you base your decision on the fancy website that has been created by some agency in a remote corner or will you base your decision on the number of likes the adviser is having on Youtube or social media? Sadly, few people start global trade without proper research and knowledge. If this is the way you will find your navigation route for global business then I am sure it could be a hit-or-miss approach. The reality is that we are living in one of the most dynamic environments that have ever been seen in history. There are so many “influencers” on social media and “advisors cum consultants" in the marketplace that it becomes impossible for any small enterprise or entrepreneur that is starting a business to get genuine and real-time information.

I believe that to enter into a global business, your foundation has to be strong. Not only the product has to stand out in the marketplace but your mind and vision have to be tuned to become a long-term player with grit and determination. One of the common mistakes that I have seen in my professional career is that people assume too many things about foreign markets. The presumption starts with the fact that something that is going well in local markets also has the potential to be exported abroad. However, the reality is that “one size fits all “ does not work in international markets. Something that goes well in Nepal may not work at all in Kuwait. It's all about understanding your “avatar “ properly and making your strategy accordingly. In my view, to make a real impact in the global markets, we need to encourage and empower the small exporters and entrepreneurs so that they develop enough courage and confidence to create a positive impact in international business. We need to ensure that people engaged in global trade are empowered with the right knowledge and skills so that they can stand for something beyond themselves and guide others to lead and win the global marketplace.

This book is an attempt to uncover the various strategies and best practices that are needed to succeed in international trade. Some companies & brands come from nowhere and become a sensation in the global arena. Some even become a part of the culture and adapt themselves to mix with the local markets. Also, the concept of globalization has completely changed the rules of international business. But is the concept of globalization really universal? Is it real or imaginary ! The truth is that the world of global business is dynamic and changing every moment wherein nothing is permanent. Like a flowing river, things are changing all along. So, the competitive advantage that a firm has today becomes obsolete soon and later becomes its biggest liability in3 this ever-changing environment. This book will be useful for students, exporters as well as practising managers as it has several learnings and incredible stories of individuals as well as brands that came along through challenging times. Brands that boomed in World war 1 and 2, the period of the great depression, and of course the modern internet age phase have been widely covered. The book has amazing tales of innovation, determination, and entrepreneurship. Written like a practical guide, the book has a buffet of past research, deft reasoning, and analysis of the events that guided most of the global trade. The learning that you get from this unique book that has several published posts will definitely change your perspective on international trade and will help you evolve your strategies to enter the international business with more knowledge and avoid costly mistakes. After all, each cent counts in global business!