A brand that succeeded in its first market can still stall in its second — not because demand is weak, but because its marketing assets were never built to be redeployed. Framework 04's Marketing element tests whether a brand's assets are genuinely activation-ready, or simply assumed to be because they worked somewhere else.

Market size and growth often dominate research, but less prominent factors can determine whether a market is actually ready for entry. Learn how to identify the assumptions and requirements that could have the greatest impact on execution.

Market conditions change, especially regulation and competitive activity. A decision built on outdated evidence can create problems during execution. Learn why market assessments need to be dated, monitored, and revisited.

A market recommendation can appear fully evidence-based while one unverified assumption quietly shapes the conclusion. Learn how to identify assumptions that could change the decision—and where further research matters most.

Partner risk is the most undercalculated variable in Asian market entry. Here's what it actually costs when the selection goes wrong — and why the damage rarely shows up until it's structural.