Ask managers responsible for global business development how they determined their companies’ growth potential when they entered new international markets, and most will cite an array of positive factors external to their organizations, things such as favorable country-specific economic and market trends, rising GDP, a growing middle class, increasing incomes, and strong demand for high-quality goods and services. Ask these same managers after a launch whether they met their performance objectives, and too many will answer “not quite” or “not at all.”