With stagnated demand in many home economies, the need to internationalize and exploit foreign market opportunities has never been more paramount for businesses to succeed at a global level. However, this process raises a number of questions, such as: can firms use their knowledge of one market in the next? Can firms pursue internationalization on several fronts at the same time? How should firms handle cultural and institutional differences between markets? Pervez Ghauri is Professor in International Business and Editor in Chief for International Business Review. He is Fellow of AIB and EIBA and sits on EIBA board.