Global Strategy

Choosing the wrong website structure for multinational expansion can cost millions in lost revenue, delayed market entry, and operational inefficiency. This decision framework helps executives evaluate the critical factors determining whether language-only or country-specific approaches will drive better business outcomes for their expansion strategy. This article builds on concepts introduced in our previous pieces, including […]

Today, the international expansion advice dominating boardrooms and SEO blogs was written for a different era or by those without experience working in a multinational company. In the past week, I have seen multiple experts recommend companies follow Google’s example and move from country domains to single .com sites without mentioning legal or operational considerations.

The Bottom Line: Companies are burning millions on international expansion while fighting an architectural war they don’t know they’re losing. The web’s single-market DNA systematically undermines global digital strategies, creating hidden costs that compound every new market entry. While location-native architecture offers transformative benefits, it requires significant technical investment and sophistication to implement effectively. The