Marketing is only one of the patterns of building a successful international business. So it is very important that you don’t expect unrealistically from the international expansion strategy you have with your marketing teams.
You must understand that your expectations should be carefully considered. When entering a new market, of course it is an investment but it typically requires patience.
So if your company expects marketing efforts to deliver the same results overseas that they do at home then you may be setting yourself up for disappointment.