Resources can be quickly depleted by chasing after tempting opportunities in the US. Also, the lack of a core product will leave the American consumer confused about your company’s identity. US customers that are looking for a specialized product will get nervous if they hear, “Yeah, we can do it all mate”, even if the Australian company can do it all! The American admiration for the “can do” spirit does not extend to “our company can do everything”, so successful Australian companies need to constantly promote the one factor that their customer sees as a strength even though the Australians may use their real strength (i.e. Australian ingenuity and adaptability) to deliver the required outcomes.
Australian companies that have successfully used this US market entry strategy are Boral, Austal, News Corp, and Westfield.
My next blog entry will explain the importance of understanding how American’s see themselves.