Offensive motives for the internationalization of a brand

Offensive motives for the internationalization of a brand: strategically leveraging growth.

"They are based on clear competitive advantages, scalable assets, or strategic ambitions that extend far beyond individual markets."

1. Leveraging existing competitive advantages

One of the most common offensive motives is the desire to transfer established competitive advantages to new markets. When a company possesses superior technology, processes, cost structures, or brand strength, it makes sense to scale these internationally.

Typical competitive advantages:

• Superior product quality

• Strong brand or distinctive brand promise

• Technological leadership

• Innovative business model

• Proprietary processes or infrastructure

2. Growth through new sales markets

International expansion often takes place to tap into revenue potential beyond the home market. Companies with high scaling potential such as SaaS providers or fintechs benefit from this particularly strongly.

International markets enable:

• Access to new user groups

• Capture of new willingness to pay

• Entry into regions with lower competition

• Diversification of revenue sources

For brands, this means: a clear positioning and an international brand architecture are prerequisites for efficiently leveraging growth.

3. Global Positioning & Thought Leadership

Many companies internationalize proactively to strengthen their brand globally and be recognized as a thought leader in their industry.

This is particularly relevant for:

• Technology companies

• Consulting firms

• Platform providers

• Fintech startups

Global branding enhances:

• Credibility
  

• Brand value

• Attractiveness to investors
  

• Employer branding

4. Economies of scale & efficiency gains

Offensive internationalization is often a lever for optimizing cost structures. Larger sales markets generate economies of scale, both in production and marketing.

Typical scaling effects:

• Lower production costs
  

• More efficient supply chains
  

• Higher marketing efficiency through larger target audiences
  

• Scalable technical infrastructure (e.g., cloud products, platforms)

  For many digitally driven brands, this means: the larger the market, the better the ROI.

5. Establishing international innovation leadership

Another offensive motive is the aim to position innovation as a brand in the international arena. New markets provide valuable data points, faster learning cycles, and insights that can further accelerate innovation.

Conclusion: Offensive motives are opportunities - but only with a clear strategy.

Companies that internationalize offensively act from a position of strength. However, success largely depends on whether the brand is strategically prepared for international demands.

With a clear internationalization strategy, consistent brand management, and a well-defined prioritization of markets, offensive motives can be translated into sustainable global growth.

Sources:

 

• Bartlett, C. A., & Ghoshal, S. (2002). Managing Across Borders: The Transnational Solution. Harvard Business Review Press.

• Johanson, J., & Vahlne, J.-E. (2009). The Uppsala Internationalization Process Model Revisited: From Liability of Foreignness to Liability of Outsidership. Journal of International Business Studies, 40(9), 1411–1431.

• Cavusgil, S. T., Knight, G., Riesenberger, J. R. (2017). International Business: The New Realities. Pearson.

• Kotler, P., Keller, K. L. (2022). Marketing Management. 16. Auflage. Pearson.

• Stratoor Consulting Blog (2024). Motive zur Internationalisierung einer Marke. https://www.stratoor.com/stratoor-consulting-blog/post/motive-zur-internationalisierung-einer-marke