| CHROME |
 CHROME® is made up of Competencies, Heritage, Relationships, Offerings, Means and Engagement, forming the basis upon which your firm’s international business potential is evaluated.Just like athletes who must qualify for international meets, your firm should complete an International Qualification (IQ) using the CHROME® tool, in order to determine how suited and prepared it is for going international, irrespective of the country. According to the Mercadex Internationalization Method (MIM), The IQ must be done at the start of the process, before even devoting time and money to developing or even studying foreign markets. The IQ determines whether your firm obtains its passport or not for doing business internationally. Your IQ score will position your firm in one of the 4 following classes:  Passe-Partout – Passport Granted Your firm can easily launch its international project, yet it must nevertheless fulfill certain basic conditions and requirements.  Mid-Level Pass – Passport Granted Your firm can launch its international project under certain important conditions and requirements.  Entry-Level Pass – Passport Granted Your firm doesn’t seem prepared to launch its international project, but certain circumstances would permit it in this instance, and not without risk, and under strict conditions, to prudently launch its international project.  Impasse – Passport Refused Your firm runs a very high risk of failure if it engages itself abroad. The launch of its international project is contraindicated. Beyond obtaining the passport, the IQ above all, helps you visualize the assets (to capitalize on) and the handicaps (to correct) of your firm in an international context (see example below), providing you with a roadmap upon which to direct the next stages of the process.  In this example, ABC Inc. obtains a ‘passport’ with a ‘senior-level pass’ designation. The firm shows weaknesses in the aspects of heritage and international relations, which is to be expected for a newly exporting firm. Compensating for this is the quality of its offerings and the readiness of its means, which allow it to consider an international foray (under certain conditions). |
