Growth via New or Current Geographies
In Chapter 2, we saw how companies get off the ground by finding and solving customer problems. Seeking growth, they sell that solution to customers who share important attributes with their original customers. Eventually, companies tap out the growth potential from their initial group of customers. In that case, leaders seek growth from new or current geographies. Quite often, the geographic expansion strategies depend heavily on whether the company is founded in a country with a large or small domestic market for its products.