Irish Cultural Center in Paris
January 20-25, 2025

The Global Market Entry Leadership Program gives participants a customized detailed guide to establishing their business in a foreign country. When completed company leadership teams will have an actionable market-entry outline to set up their company in their chosen country. Created by experienced global business leaders with on-the-ground experience in over 100 countries, this program shows participants exactly how to navigate conflicting advice and options to maximize financial performance and minimize risk.

This one-week course for leadership teams is being taught at the Irish Cultural Center in Paris January 20-25, 2025. Program cost for the one-week program including welcome dinner, breakfasts, and lunches is $4,000. Discounts for hotels and travel are available.

The program is certified by the World Trade Center, HRCI, SHRM, IBCircle, and Birchtree Global. For additional information contact

Irish Cultural Center Paris

Irish Cultural Center Paris


The program is certified by the World Trade Center, HRCI, SHRM, IBCircle, and Birchtree Global.
Register for this course

Course Schedule Business Cohort

1Travel to Paris1/18 Saturday
2Arrive Paris Welcome

Arrival in Paris in morning, taking bus/train to Hotel

Welcome meal (at Irish Cultural Center) and introductions to speakers and participants

1/19 Sunday

Transport from Airport to Hotel

Welcome Dinner

3 – ParisCollecting Valid and Predictive Information

First Steps Collecting Valid and Predictive Information
Using a Template
Developing Strategic Objectives
Target Market Country and Structure
Politics of Global Business
Reliable Sources of Economic Data
Economic Indicators
Environmental Forces
Market Dynamics
Finance and Banking and Bank Accounts, Forex and Financing

1/20 Monday

Full Day Program

Breakfast and Lunch Provided

Dinner on your own

4 – ParisThe Politics of Global Market Entry

Importing and Exporting-Supply Chain
U.S. Services and Programs-Federal and State
Foreign Incentive Programs
Political Influences on Global Business
Ethics and FCPA Implications
France and Ireland Political History
Political and Bi-Lateral Chambers of Commerce

1/21 Tuesday

Full Day Program

Breakfast and Lunch Provided

Dinner on your own

5 – ParisCorporate Entity Considerations

Integration of the Legal, Tax, and HR Infrastructure
Developing a Global Tax Strategy
Comparative Analysis of Taxes Globally
Changes in How Taxes are Calculated

1/22 Wednesday

½ Day Program

Light Breakfast Provided

6 – ParisLegal Infrastructure, Incorporation, Right to Work Global Human Resources

Legal Incorporation: Structure of the Foreign Business
Protecting Intellectual Property
Data Protection
Foreign Corrupt Practices Act
Global HR Corporate Strategy
Employee/Employer Legal Relationship
Local HR Operations in Foreign Location
Unions, Works Councils
Statutory and Non-Statutory Benefits
Compensation, Staffing, and Training
Expatriate Management-Costs and Consequences

1/23 Thursday

Full Day Program

Breakfast and Lunch Provided

7 – ParisCultural Implications and Risk Management

What is Culture
Cultural Effect on Business Transactions Communications
Management of Risk: Personal, Information, Security

Celebratory Dinner and Final Presentations

1/24 Friday

1/2 Day Program

Light Breakfast, and Dinner

8Free Day or Early Return Home1/25 Saturday
9Return Home1/26 Sunday


The program is certified by the World Trade Center, HRCI, SHRM, IBCircle, and Birchtree Global.
Register for this course

Curriculum Overview

Diners sitting outside Paris restaurant.

Module 1: Global Strategy

This module provides an overview of the strategic business questions that should be understood before a firm expands internationally. These elements are foundational to any global market entry program and integrate the role of globalization in the advancement of business strategy. The six market entry options and the effect of politics on foreign direct investment are discussed. Specific suggestions for navigating trade politics are discussed with an expert panel of economic development officers. The importance of establishing overarching ethical guidelines is described and an outline of the Foreign Corrupt Practices Act is provided.

Identifying Accurate Information Resources

  • Primary Resources for Market Entry Information
  • Secondary Resources for Market Entry Information
  • Anecdotal and Poor Sources of Information

Strategic Objectives

Strategic Business Frameworks

  • SWOT Analysis
  • PESTEL Analysis
  • Blue Ocean Strategy
  • Balanced Scorecard
  • Porter’s Five Forces Framework

Target Market Country and Structure

  • Market Entry Options
  • Evaluating Country Options

Marketing Channels

The Politics of Global Market Entry

Speakers, videos, and resources in this module include:

James McGuirk: President AKLM, Former President of Unisys, expert in growing companies to INC 500.
Rob Parry-Jones: Group CEO and Board Member for Close the Loop, CEO MammaGuard, COO Gambro.
Tom Popper: Former President, InsightCuba & CEO, Friendly Planet.
Rafael Nieto: President Ativa Capital, Panama works with frontier markets.
Richard Garriott: founder of the gaming industry and commercial space flight discusses overcoming obstacles and building a new industries.
Pamela Corrie: Restructuring Attorney, Financial Advisory Board Member Lord & Taylor, Pier 1.
David Pauldine: Former President/CEO Devry University.
Michele Beistile: Attorney, Chief Ethics Officer, The Global Fund, formerly, Chief Ethics Compliance, and Privacy Officer, The Nature Conservancy.

Additional resource materials and white papers are provided.

Module 2: Economics and Finance

The focus of this module is to deepen participant understanding of the economics, markets, tariffs, government, and public incentive programs that support global expansion. A brief overview of economic concepts and market dynamics is provided to provide a general understanding of the environment in which a company expands. This understanding helps firms establish a process to monitor the economic environment that affects their sales. The process by which companies exchange goods or services for revenue is outlined and the role of country and bi-national economic development officers is highlighted. Importing and exporting processes are illustrated as well as payment methodologies and the effect of currencies on contracts and payments. Sources of reliable economic data are suggested, and bi-national chamber resources are identified.

Reliable Sources of Economic Data

Economic Indicators

  • Country Economic Indicators (customized for participants)

Environmental Forces

Market Dynamics and Trade Pacts

Finance and Banking

  • Opening a Non-Resident Bank Account
  • Forex Navigating the Volatile Foreign Currency Markets
  • Financial Forces
  • Financing FDI and Funding Options
  • EXIM Bank

Importing and Exporting

  • Importing and Exporting Fundamentals

U.S. Services and Programs

  • State Department Directorate of Trade Controls
  • Department of the Treasury Office of Foreign Asset Controls
  • U.S. Customs and Border Protection Tips for New Importers and Exporters
  • U.S. Government Trade Services
  • International Chamber of Commerce
  • State Economic Incentive Programs

Foreign Incentive Programs

Dezan Shira & Associates Research Data Base for China, India, Vietnam

Speakers, videos, and resources in this module include:

John McIntyre: founding Executive Director at Georgia Tech Center for International Business Education & Research.
Dimitri Skambas and Drew Collins: former senior executives from Bannockburn Global Forex.
Barbara Doran: the President and CEO at BD8 Capital Partners, LLC. and CNBC On Air Financial Analyst.

Additional materials provided by EXIM bank, State of Oklahoma, International Chamber of Commerce, the Trade and Export programs from the US Federal Government, the IDA Ireland, INCOTERMS, and Investopia.

Module 3: Corporate Entity

The legal, financial, tax, and human resources infrastructures are structured and operate in unique interplay in each country. These critical issues determine how a company will establish operations, maximize revenue, minimize taxes, and strategically utilize people. The purpose of this module is to provide the information needed to establish a business entity in a foreign location. The way in which the legal, financial, tax, and HR infrastructures are integrated is discussed. Participants who complete this module should be able to identify the activities necessary to establish a foreign entity in another country.

Developing a Global Tax Strategy

  • Macro Perspective
  • Micro Perspective

Legal Incorporation: Structure of the Foreign Business

  • Intellectual Property
  • Data Protection
  • Business Incorporation
  • Foreign Corrupt Practices Act

Legally Establishing a Business in a Foreign Country

  • Examples: Customized for the participants

Global Human Resources Corporate Strategy

  • Employee/Employer Legal Relationship

Speakers, videos, and resources in this module include:

Enrico Vicente: Senior Director EIS Fabrication Solutions, formerly CEO of WAM USA.
Johan Lubbe: shareholder at Littler Mendelson and U.S. Practice Co-Chair of the firm’s International Practice Group.
Elijah Bradshaw: VP Human Resources at the global tech firm Beeline, Inc.
Shelie Gustafson: CHRO Jacobs.
Dr. Janet L. Walsh: President and CEO Birchtree Global, LLC.
Dustin Daugherty: Director Business Development, World Trade Center Utah, formerly Dezan Shira & Associates’ business development in North America.
Carlos Nicolau, ESQ: Legal Managing Partner of the Bellavista Law firm in Barcelona.
Ann LaFrance, ESQ: former partner, Squire Patton Boggs.
Thomas Colella: former EVP Global Talent Management for Walmart.
Dave Brown: President DF Brown and Associates.
Katrina C. M. Haynes: CPA corporate tax executive.

Dr. Christian Maron and Dr. Benedikt Groh: attorneys from Taylor Wessing.

Additional information in this module illustrates establishing a business in Europe, Vietnam, China, Canada, Spain, and India.

Module 4: Operations Module

The Operations Module encompasses the day-to-day activities that accompany the management of a global business. The issues here are those which logically follow the decisions made in the previous modules. Each business will have its own specialized challenges, but the Operations Module is designed to make participants aware of key issues in managing people globally, assessing risk, appraising the cost of expatriates, cultural implications, and technology.

Accounting and Payroll

HRIS-Capturing Data

Technological Issues

Developing Global Bench Strength

Expatriate Management-Costs and Consequences

HR Operations in a Foreign Location (customized for participants)

  • Unions and the Impact on Business Operations
  • Staffing
  • Statutory and Non-Statutory Benefits
  • Performance Management
  • Training
  • Obtaining Visas and Employee Foreign Domicile Considerations

Safety and Risk Management

  • Managing Global Risk
  • Employee Health

Effective Global Communications

Cultural Implications

Speakers, videos, and resources in this module include:

Mr. Grant Nissly: founder and CEO of Taptive.
Katrina C. M. Haynes: CPA Corporate Tax Expert.
Mr. Stephen Cassell: Chief Marketing and Brand Management, 32 Health, Brand Management.
Dr. David Clyde: President Spinnaker Medical Associates.
Karen Weinstock, ESQ: Managing Attorney, Weinstock Immigration Lawyers.
Dr. Janet L. Walsh: President and CEO Birchtree Global, LLC.
Wendy Pease: President Rapport International.

Brent Lipschultz and Ragini Subramanian: Partners Eisner Advisory Group.

Outcomes and Certification Requirements

The final deliverable is a comprehensive global market entry strategic plan based on the participant’s country and company. For those certifying with the WTCA, BG, SHRM, or HRCI their plan must be presented to the leadership team by Zoom. Participants will have completed the strategic plan with the following elements:

Executive Summary

  • A short two-page summary highlighting the key components, requirements, and expected results. Identify the primary and secondary information sources used to gather data.

Company Description

  • A detailed description of the company used for the global market entry project.
  • Identified target market countries, describing the unique solutions offered by the business in the target country.

Company Mission Statement

  • An overarching mission statement for the company expanding overseas.

SWOT Analysis

  • A high-level overview of the strengths, weaknesses, opportunities, and threats with respect to the company’s market entry into the designated country.

Porters Five Forces

  • A detailed analysis of the power of suppliers, the threat of new market entrants, the availability of substitutes, buyer power, and the degree of rivalry among the players. Linking the company’s value proposition to the way in which the firm provides a competitive advantage in the foreign country.

Short and Long-Term Goals and Objectives

  • A summary of the short and long-term goals and objectives for market entry, including a one-year plan and a three-year plan.

Financial Plan

  • Describe how and in what manner funding for this project will occur.
  • Detail the performance metrics and measures for the company.
  • Describe the state incentive and export programs available to the company.
  • Describe the multinational trade pacts in the target country.
  • Describe how existing trade pacts will affect the product or service.
  • Identify the bank used and describe the steps to obtain a local bank account.

Tax Strategy

  • Describe the company’s global tax strategy in the target country.
  • Describe the macro and micro tax strategy guiding the firm.
  • Illustrate and show the flow of funds from the host country to the home country.

Legal infrastructure

  • For the targeted country and company, describe exactly how a legal right to work in the country will be obtained.
  • Describe where the business will be incorporated, the company form, and the step-by-step process for forming the overseas company.
  • Identify the intellectual capital needing protection and describe how that will be accomplished.

Target Customers

  • Describe the targeted customers in the foreign country and their buying practices.

Industry Analysis

  • Describe the characteristics of the industry in which the firm will compete in the home and host country. Describe the major differences and identify critical issues that need to be overcome to provide a competitive advantage.

Country Analysis

  • Describe the unique solutions offered by the business in the target country.
  • Identify country resources and incentives including the in-country economic development officials who could help.
  • List the trade regulations which will affect the product or service.

Marketing Plan

  • Provide a summary of the marketing objectives and identify the marketing channel(s); Map out the sales channels for each country.
  • Identify the challenges and actions to be taken to manage the integrity of the corporate brand.

Leadership Team and Key Personnel

  • Provide an organization chart showing the key leadership team and key personnel, duties and responsibilities for each.

HR Infrastructure

  • Identify the staffing process for filling open positions in the new company
  • For foreign based individuals describe the HR infrastructure (compensation, statutory/non-statutory benefits) that will be provided. If an “employer of record” is to be used, describe the legal and tax implications of hiring this type of firm. If using an expatriate, outline the job description, salary, performance appraisal deliverables, and the cost of the first year’s assignment.
  • Describe how local payrolls will be managed, which company will provide that service, and at what cost.
  • Describe how the company will maintain and grow its bench strength in global operations management in the home and host country.
  • In the target country, describe the input unions and the government will have in the HR operation.

Operations Plan

  • Identify the technology used to communicate and capture data across the organization, with employees and customers.
  • Describe the communication infrastructure and how it will be used to communicate with staff and customers.
  • Describe the safety and risk management protocols to protect employees, property, and equipment.
  • Identify the in-country union operations affecting the business.

Cultural Implications

  • Describe the cultural implications of establishing an operation in this country and managing people using Hofstede’s Cultural Comparison.
  • In what way does your cultural background affect your management in the designated country? Identify the issues by completing the Living Abroad cultural analysis.


This program is relevant and valuable to any business decision-maker or business that plans on operating internationally in our rapidly changing world.

I would recommend this course to decision-makers at all levels. From seasoned executives that need to upgrade and update their skills to MBA graduates embarking on their career to companies taking their first strides towards entering new markets.

Maggie Fouquet, President and CEO, International Business Circle (IBCircle)

The Global Market Entry Program (GMEP) is essential for business owners and executives “going international” for the first time or expanding their overseas operations. This comprehensive and interactive course is led by real “experts,” who provide a wealth of practical guidance, support, and tools to ensure business success. I am proud to have contributed to the development of his critical program.

John A.K. Lowe, President, Hilltop Global Associates, LLC

Taking your brand global means being willing to take a holistic look at the pre/during and post entry requirements.  This will help you launch and grow in a profitable manner.

Avoiding pitfalls for global expansion is critical to the success of your growth plans – the Global Entry program helps to point out many of the holistic considerations you need to have in mind.

Know before you go are the four words I keep in mind and encourage others to do the same as your business goes global.

Stephen Cassell, former EVP Brand Management, Cigna

In the course of my professional career, I have spent the majority of my working life operating and working internationally in roles that have not only seen me living in a multitude of countries and continents, but where my role has covered large international geographic areas. One of the challenges I faced in the early stages of my career was simply finding out how to get things done in foreign countries. Understanding the various legal systems, regulatory and financial environments and most importantly the people and the culture. Over the years as this became one of my personal strengths it was interesting to note how few managers, executives and senior executives had any exposure at all to these needs and often relied on high priced and often poorly connected advisors that created more ‘noise’ than necessary. As the world continues to turn into a large village, I believe that the ability to conduct business internationally is a skill-set that needs to exist in all companies whether large or small. I first came across Birchtree Global and Dr. Janet Walsh a couple of years ago through my network and have been highly impressed with the quality and depth of training that her company provides. It is incredibly comprehensive and suitable for all levels and functions that are likely to support or be exposed to overseas enterprise. I wish I had had the opportunity to attend such a program before I first landed in Morocco and spent my first trip to the hotel on a bus complete with chickens, all whilst wearing my business suit! I really cannot recommend her or her programs more highly.

Rob Parry-Jones, Former President and Chief Executive Officer of LundaTec Americas at LundaTec Group

Dr. Walsh develops and teaches programs with the expertise of a practitioner. I managed a graduate program where students came to learn practical application to make an immediate impact on their work skills. We hired Dr. Walsh because she understands the marketplace and has a great way of sharing that knowledge as an educator. The Global Market Entry Program is one of the few programs that provides real world actionable training and insights. It gives concrete steps for, planning and then executing global market entry. The program includes insights and advice from a variety of experts that would be difficult to gather in any other setting. I highly recommend the Global Market Entry program for people willing to learn the actionable steps for evaluating and executing cross border expansion.

Laura Persky, MBA, Ed.D. Dean, (former Dean Manhattanville College)

Entering a new foreign market can be complicated. Many companies enter foreign markets with the best of intentions but still make critical and costly mistakes. Doing it correctly the first time can mean the difference between success and failure. The World Trade Center – Atlanta’s Global Market Entry Program is a must for any executive or team wanting to take their company global and achieve success.

Most companies have one chance to enter a foreign market successfully. It’s critical to get it right. Sign up for The World Trade Center – Atlanta’s Global Market Entry Program and gain access to more than a century of global market entry experience from executives who have done it.

Tom Popper, CEO 82 West Consultants, Cuba Market Entry Expert

I had the pleasure of participating in and contributing to the WTCA Global Market Entry Training Program. The program was very well thought out and executed to provide in-depth and actionable information relevant to each of the areas critical to successful international market expansion. The program consistently brings the perspectives of CEO’s and other C-suite executives to help inform the development of strategic planning by companies seeking to expand internationally.

Pamela Corrie, ESQ, Global Board Member and Restructuring Legal Expert

Registration Form


The program is certified by the World Trade Center, HRCI, SHRM, IBCircle, and Birchtree Global.


For additional information or questions:

Dr. Janet L. Walsh
+1 (914) 218-3149