Australia is often seen as a strong test market for foreign based businesses looking to expand: our economy is just sufficiently big and diverse to test and iterate, while still being small enough to make the cost of testing across the market affordable. For tech-based businesses in particular, our strong digital penetration – 88 percent of Australians now own at least one smartphone – is a key attraction. But when the question of expansion arises for Australian based companies, where should our companies be looking to test, and what’s the correct way to go about planning global growth?
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