Important aspects of creating a business abroad on the example of France

Abstract

The article examines practical aspects of starting a small or medium-sized business abroad that are not obvious at first glance, considering the specific case of French legislation. This paper provides insights into a number of hidden aspects that may critically impact a company’s performance by analyzing behavioral and cultural dimensions that determine the way companies embark on a foreign market. The following conclusions are made: 1) physical presence in the host country has a positive effect on companies; 2) the choice of the right strategy directly depends on the depth of preliminary marketing research, which should have an extended scope and greater engagement of resources (when entering a market with a different culture, smooth adaptation is required to successfully implement a strategy); 3) to enter and operate successfully in foreign markets, companies should seek assistance from local financial and marketing consultants, but at the same time have sufficient knowledge about potential pitfalls and challenges; 4) it is important to factor in nationally oriented interests and political risks.