From The HP Archives: Lessons Learned On Market Entry

International orders grew 34% for HP . . . not this year but actually back in 1964 when non-US orders accounted for 23 percent of HP’s revenues.  While the growth of non-US tech revenues is in the news today, HP’s international orders first exceeded domestic orders not recently but as far back as 1975.

In my research on market entry and market opportunity assessment (MOA), I recently spoke to strategists at HP about how they evaluate markets.  As I was leaving the building, I stopped in to the HP museum and spent some time with the HP archivist.   The highlights of the visit include seeing the first HP device built in the now famous Palo Alto garage and a calculator that brought back memories of my father in his overstuffed chair “figuring out how to pay for college.”  I was not only impressed by the history embodied in that room but also with the value that HP places on recording and memorializing its “life” as an organization.  Not to sound too sappy but it really brings the company and the industry to life.

I’ve spent the last few weeks reading through some documents on the history of HP’s entry into international markets.  There are valuable lessons to be gleaned from their experiences.   I’ve written about many of those lessons in reports and blog posts but thought I'd draw out a few of them here.

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