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In my years managing international marketing campaigns for brands like Dior and Meetic, I’ve seen how easily a global idea can lose its spark once translated across borders. That challenge became the focus of my Executive Master’s thesis in AI & Innovation: exploring how artificial intelligence can support cultural adaptation in marketing. AI doesn’t replace […]

In the world of international expansion, there is a common misconception that speaking the language is enough to win the market. After 18 years of living across Europe—from the historic streets of Prague to the corporate pulse of Paris and the vibrant energy of Marseille—I have learned that language is merely the entry point. The

By Nils Kernchen When I started working on international expansion projects, country management was an obvious pillar. You entered a new market, you built local knowledge, you adapted, you listened. With the rise of global marketplaces like Amazon, ebay, etc., many companies started to believe that this role had become less important. My experience shows

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