International Market Entry for SMEs
- Michael Fisahn-Reinhard
- 244
- 19,99 USD€
- 978-3-98641-419-1
- Release date: 26 October 2026
The practical guide for business owners and SMEs who want to enter foreign markets systematically, find the right partners on the ground and grow internationally.
‘International Market Entry for SMEs’ by Michael Fisahn-Reinhard
A Practical Guide to Export Growth, Finding Customers Abroad, and Expanding Successfully into New Markets
How do you take your business abroad without losing time, money and trust?
Many small and medium-sized enterprises know that international markets hold enormous opportunities: new customers, additional sales, more stability, less dependence on the home market and long-term growth. Yet the road abroad often looks confusing. Which market is really the right one? How do you find reliable partners on the ground? Which risks do you need to spot early? And how do you build international business relationships that last for years rather than months?
In ‘International Market Entry for SMEs’, Michael Fisahn-Reinhard shows how SMEs can select foreign markets systematically, prepare for market entry and build sales and partner structures that hold up. The book combines strategic principles with concrete examples, personal experience and tried-and-tested recommendations from more than 35 years of international business development.
Topics include doing business abroad, international expansion, market analysis, export strategy, finding partners, building sales structures, cultural differences, budget planning, ROI, risks, funding and building business relationships based on trust.
This book is the ‘travel guide’ for business owners who do not want to leave new markets to chance.
What is this book about?
Everything in this book revolves around one question:
How can SMEs grow abroad without taking unnecessary risks?
Michael Fisahn-Reinhard is clear about where successful international business starts: with orientation, preparation and a firm decision to open up a new market professionally. The plane ticket, the trade fair and the first sales contact come later.
The book guides readers through the key steps of international expansion. It shows which foreign markets can be particularly interesting for SMEs, how to assess market potential, what challenges arise in the target market, how to prepare products and services, and what a realistic roadmap for market entry looks like.
One particular focus is on finding the right partners on the ground. For SMEs, success abroad often depends less on the size of the budget than on the quality of local business partners, distributors, advisers and sales structures.
‘International Market Entry for SMEs’ shows how to make international growth easier to plan and less risky.
What you can expect
A practical guide to doing business abroad
The book gives business owners, managing directors, sales managers and export managers concrete direction they can act on.
An overview of key foreign markets
Part I looks at promising markets and regions for SMEs, including Europe, India, Latin America, the Middle East, North America and Southeast Asia.
A systematic roadmap for market entry
Part II shows how companies select target markets, assess market potential, plan budgets, calculate sales realistically and reduce risks.
Practical knowledge about partners on the ground
One of the biggest factors in success abroad is finding suitable business partners, distributors and local networks.
Concrete advice, no jargon
Michael Fisahn-Reinhard writes from hands-on business experience and explains what really matters abroad.
More than 35 years of experience in international sales
The author draws on his experience in Europe, North and South America, Asia and the Middle East.
Who is this book for?
This book is written for business owners, managing directors, sales managers, export managers, business development managers and decision-makers in SMEs who want to take their company international or improve the business they already do abroad.
It is particularly suitable for:
- small and medium-sized enterprises looking for new markets
- managing directors who want to become less dependent on their home market
- sales and export managers building international partner structures
- start-ups and scale-ups planning their first step abroad
- companies whose products or services need detailed explanation
- consultants and coaches who support SMEs with internationalisation
- business associations, chambers of commerce at home and abroad and foreign trade networks
- anyone who wants to approach international expansion in a more structured way and with fewer risks
In short: for anyone who wants to grow abroad and would rather not go in blind.
What you will take away from this book
Once you have read it, you will have a clearer idea of how to prepare, plan and carry out international expansion.
You will come away with:
- greater clarity about which foreign market suits your company
- a better assessment of market potential, risks and opportunities
- concrete ideas for market entry, sales and finding partners
- guidance on budget, resource planning, sales planning and ROI
- a better understanding of cultural differences and the role of trust in international business
- practical advice on distribution agreements and business relationships
- a checklist approach for your own internationalisation strategy
- more confidence to take the step abroad in a structured way
‘International Market Entry for SMEs’ shows where success in international sales comes from: preparation, cultural understanding, clear structures and the right people on the ground.
What makes this book special
SMEs get a genuine compass for expansion.
This is a practical business compass for international expansion. It sits between the textbook on foreign trade and the motivational guide, and it was written by an entrepreneur who has spent decades opening up foreign markets, building sales organisations and developing partner networks himself.
What sets it apart:
Written from practice
Michael Fisahn-Reinhard writes from his own experience and shows which mistakes can prove expensive abroad.
A clear SME perspective
The book starts from the day-to-day reality of small and medium-sized enterprises. Large corporations with big budgets are not its frame of reference.
Local partners as the key to success
Anyone who wants to grow abroad needs a strategy and, just as much, reliable local relationships.
Made for business events and associations
The book works well for business events, formats run by chambers of commerce and business associations, foreign trade days, business lunches, talks and corporate packages.
The topics people search for
Doing business abroad, export strategy, international expansion, market entry, finding partners abroad and the internationalisation of SMEs: the book covers each of them in depth.
Why we are publishing this book
Because SMEs need new markets, and reaching them takes direction, courage and reliable partners.
We are publishing ‘International Market Entry for SMEs’ because it addresses one of the most pressing questions facing many companies: how can they grow when their home market is stagnating, risks are rising and international markets are opening up new opportunities at the same time?
Michael Fisahn-Reinhard shows that doing business abroad need not be an incalculable adventure. Companies that prepare well, choose the right markets, take cultural differences seriously and work with suitable partners on the ground can make international expansion far more structured and successful.
This book reflects our aim of publishing knowledge that gives business owners real direction. It is a practical book for people who would rather act than wait and see.
Order now!
The author
Who is Michael Fisahn-Reinhard?
Michael Fisahn-Reinhard is an expert in international business development, doing business abroad and market entry strategies. His experience comes from more than 35 years of hands-on entrepreneurial work across four continents.
Since the late 1980s he has helped companies get established and grow in Europe, Latin America, North America, Asia and the Middle East. He knows the typical challenges SMEs face when they set out to open up new markets: a lack of market knowledge, unclear sales structures, cultural differences, the wrong partners, underestimated risks and overly optimistic sales forecasts.
As founder and partner of Expandeers, Michael Fisahn-Reinhard built an international consultancy network that supports small and medium-sized enterprises and start-ups with internationalisation. Its work centres on market analysis, market entry, business development, building sales structures, finding partners, marketing and hands-on implementation on the ground.
With ‘International Market Entry for SMEs’, Michael Fisahn-Reinhard makes his experience available to business owners, managing directors, sales managers and export managers. The book shows how SMEs can select foreign markets systematically, find suitable partners and stop leaving international expansion to chance.
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