Expanding into international markets presents numerous challenges for companies, particularly due to their “foreignness.” As outsiders, they often grapple with unfamiliarity regarding the local business environment and cultural differences, face credibility issues in attracting customers and suppliers, and have fewer resources compared to local firms. For example, when Uber entered the Japanese market, its disruptive model clashed with local regulations and a culture that prioritizes adherence to rules. Similarly, InMobi, the Indian ad tech firm, once faced hurdles in growing its business in China, where its brand recognition was limited. Even Starbucks, a global coffee brand, found itself overshadowed by local coffee chain Illycaffe in Italy in terms of store presence and resources.