When expanding into a new market, having a long-term strategy isn’t a golden ticket—there’s every chance you can still fail. 

In this event highlight from the CEIBS Global EMBA Building Bridges forum, Prof. Byron Lee breaks down why trade is only the starting point. True global success isn't just about exporting your home-country playbook; it’s about understanding the deep, nuanced layers of local trust, building the right networks, and learning just as much from your failures as your wins. 

Key Takeaways:
• Beyond Trade: Why capturing a foreign market requires a completely different value proposition.
• The Trust Trap: Why assuming trust means the same thing everywhere will derail your strategy.
• The Global Mindset: How building the right local network gives executives the competitive edge they need for the future.

Learn more about CEIBS Global EMBA Programme here.