How to Become a Significant Player in the Global Market? 5 Practical Tips from Business Leaders

Up to 70% of businesses shut down within just two years of operation. Those that survive need to start thinking about scaling beyond their home market, because in business, standing still often means falling behind. Expansion, however, requires more than ambition—it demands a shift in mindset.

As Wojciech Pawluś, VP of Global Sales & Marketing at Comarch, emphasized both during the Economic Forum and in a recent interview with Gartner, staying ahead of the competition requires constant innovation and awareness of global trends. Drawing on insights shared by business leaders at this year’s Economic Forum and Comarch’s own international journey, here are five practical tips for building a meaningful presence on the global stage.

1. Build a Strong Domestic Foundation

Global success starts at home. For most companies, establishing a solid position in the domestic market is the necessary first step before looking abroad. A proven track record at home not only secures financial resources but also builds credibility that can be leveraged internationally.

As Krzysztof Pawiński from Maspex underlined, not every product is equally suited for rapid international expansion. When dealing with physical goods—where logistics, transportation costs, and shelf life matter—scaling is realistic only after achieving local success. Without this foundation, entering foreign markets can be unrealistic and unsustainable.

2. Invest in Product Quality and Innovation

A strong international presence is impossible without a solid product. Companies that succeed globally make research and development a priority, ensuring their solutions are competitive and future-proof. Innovation not only drives differentiation but also creates long-term resilience in fast-changing markets.

Comarch is a good example. As Wojciech Pawluś, VP of Global Sales & Marketing at Comarch, explained:

“From the very beginning, we invested in a solid product, directing more than 20% of revenue into R&D. That’s why today we can showcase large-scale implementations in Poland, such as e-Invoicing and ERP projects for the National e-Invoicing System, as well as global deployments where nearly 1.5 billion people use Comarch’s loyalty solutions in airlines, retail stores, and gas stations.”

To keep innovation aligned with shifting industry dynamics, the company also works closely with strategic partners, such as Gartner. As Pawluś noted, this collaboration enables the company to translate emerging trends—such as AI or data-driven personalization—into tangible business value for customers across various industries, including telecom, finance, and retail.

3. Be Strategic in Market Selection

When the time comes to expand, be deliberate about where you do it. Start with a thorough market analysis to identify where your product has the best chance of success. Entering geographically or culturally closer countries reduces risk and makes management easier.

It’s also important to consider how your country and industry are perceived abroad. For example, Wiesław Wilk from Wilk Elektronik focused on regions where Poland was already seen as technology-driven, which gave his products an advantage at the start. Expanding into markets where you already have projects, partners, or references can further accelerate entry and build local trust.

4. Diversify and Adapt

Worldwide expansion is rarely a straight line. To stay resilient, companies must diversify across regions and product lines, reducing dependence on a single market. Diversification spreads risk and opens new growth opportunities. Expansion can serve different purposes—sometimes it’s about reaching new customers, other times it’s about protecting the business from domestic pressures.

Equally important is adaptability. Strategies must evolve with changing competition, regulations, and customer needs. As Comarch’s experience shared with Gartner shows, keeping an eye on emerging technologies and market trends helps companies anticipate change rather than react to it. Flexibility in approach often makes the difference between survival and sustainable growth.

5. Build Strong Teams with Local Expertise

Last but not least, no global success is possible without the right people. Competent and engaged employees who understand local markets are often the key to winning customers’ trust and adapting to regional specifics.

Comarch’s experience shows how much this matters: over the years, the company’s reputation has shifted from being seen as cheap labor to being recognized for highly qualified IT, engineering, and management talent. Strong teams not only drive sales and operations but also transform how your brand is perceived internationally.

But talent alone is not enough—leadership must evolve as well. Founders must be ready to delegate responsibility, share decision-making, and accept that mistakes are part of growth. Trying to control everything may feel safe, but it ultimately only slows development.

The Road to Global Success Starts with the Right Strategy

Global expansion is not reserved for the largest corporations. The experiences of companies like Maspex, Comarch, Fakro, and Wilk Elektronik show that even businesses from smaller markets, such as Poland, can grow into influential players worldwide. The key ingredients are a strong domestic base, commitment to innovation, careful market selection, diversification, and competent local teams. Additionally, Comarch’s cooperation with Gartner shows that staying informed and adaptable are just as important as being ambitious. Every company starts small—but with the right strategy, courage, and patience, that starting point can be the beginning of global success.