The practical US market-entry playbook
Mastering the Marketing Entry in the United States
A concise, practical book about where to begin, how to position, and what to decide before a product or brand enters the US. Written by Wilbert Kragten for business leaders, marketers, students and educators.
What the book covers
The decisions behind a credible US entry
Positioning
Rewriting the proposition so American buyers recognise the outcome, not the heritage.
Site selection
Choosing the beachhead where your category's customers, talent and capital already cluster.
Marketing toolbox
Research tools and frameworks to map demand, competitors and audience before you spend.
Five legal steps
The compliance groundwork that derails launches when it is left until the final weeks.
A book for learning and doing
A practical playbook for US market entry
Written for founders and business leaders making an entry decision, marketers shaping the launch, and students and educators studying how international marketing works in practice. It brings ten steps, site selection, research tools, cheat sheets and five legal steps into one usable framework.
The second edition covers what 2025 changed: AI as the operating system of marketing, regulation as a competitive advantage, and fast-fragmenting American consumer segments.
Reader resources
Go further into the book’s central questions
9 min read
US Market Entry Strategy for European Companies: A 10-Step Framework
A practical ten-step framework for European firms entering the United States, covering positioning, research, site selection, pricing, channels and compliance.
7 min read
Where Should You Launch in the USA? A Site Selection Guide
How to choose your first US location: what Boston, New York, Austin, San Diego and the Bay Area actually offer, and how to weigh talent, capital, customers and cost.
6 min read
Positioning for American Buyers: What European Messaging Gets Wrong
American buyers expect outcomes, specificity and proof. Here is how to rewrite European positioning so it lands in the United States.
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Get the executive summary
Get the condensed version of the book, plus occasional companion notes when the US market changes in a way readers should know about.