International Strategy in Action

In the ’90s, one market was opened because the organisation found some overseas supporters on its U.K. database, another because trustees insisted it should be present there, and a third because a competitor had entered the market and seemed to be doing OK. Only the first of these was successful — and only after a long investment period. Even today, this NGO has found it difficult to withdraw from the two unsuccessful markets due to the small numbers of supporters who it feels unable to abandon despite the poor return.