Management dynamism and commitment are crucial to a firm’s first steps toward international operations. Conversely, the managers of firms that are unsuccessful or inactive internationally usually exhibit a lack of determination or devotion to international business.
The issue of managerial commitment is a critical one because foreign market penetration requires a vast amount of market development activity, sensitivity toward foreign environments, research, and innovation.
Initiating international business activities takes the firm in an entirely new direction, quite different from adding a product line or hiring a few more people. Going international means that a fundamental strategic change is taking place.
It must be kept in mind that a firmwide international orientation does not develop overnight, but rather needs time to grow. Internationalization is a matter of learning, of acquiring experiential knowledge.
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Management is going to be a big role internationally.