Insight
Trip.com's initial international strategy of planting Chinese leaders in new markets failed because they didn't have adequate understanding of local languages and culture.
Trip.com, H World Share the Limits of Their China Playbook Abroad
Summary
Trip.com's international expansion revealed the importance of local expertise. Their initial strategy of using Chinese leaders in new markets failed due to insufficient understanding of local languages and culture. The platform is now using local leaders. This highlights the crucial need for cultural sensitivity and in-market expertise for any business entering a new global market.
Key takeaway