Why 70% of Internationalization Projects Fail (and How to Avoid It)

Setting up abroad is a dream for many companies: conquering new markets, boosting growth, increasing visibility. But behind this dream lies a real challenge, often underestimated: successfully managing team mobility. Because internationalizing your business starts with internationalizing your talent.

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International expansion: a risky bet that's much more human than yout hink

When a company decides to go international, it first thinks about the market, revenue, and products. What it too often forgets is that the success of this project relies above all on the men and women who will bring this adventure to life on the ground.

Building a local team is not just a formality. It’s a real challenge. Finding the right profile, the right cultural balance, the right team dynamics is a puzzle. Because beyond technical skills, there’s adaptability to the local context, understanding the country’s specific challenges, and the ability to navigate cultural differences.

And yet, all too often, this crucial step is taken lightly—or even overlooked. The result? Talents sent abroad without proper support, left to fend for themselves, struggling to integrate and perform.

The hidden cost of poorly planned recruitments

The statistic is chilling: 70% of expansion failures are due to poor local recruitment or lack of support in international mobility. These failures come with a huge cost: project delays, financial losses, demotivation, turnover, and even complete withdrawal from the market.

The risk is even higher when recruiting foreign profiles or repatriating expatriates. These individuals often have rich experience but don’t always know how to showcase their journey upon returning to France. Without targeted support, these talents see their careers stagnate — which is a shame for them… and for companies that fail to tap into this valuable pool of experience.

Classic pitfalls to avoid

The first trap is reducing international mobility to a mere administrative and logistical task. The visa, housing, plane ticket—that’s just the tip of the iceberg.

The real challenge is human: preparing your teams to operate in a new, sometimes unsettling environment, with different cultural codes.

Too often, companies skip the essential step of intercultural preparation. They also neglect coaching and support after the move. These gaps cause turnover, early dropouts, and projects that go off the rails.Too often, companies skip the essential step of intercultural preparation. They also neglect coaching and support after the move. These gaps cause turnover, early dropouts, and projects that go off the rails.

Without strong human support, even the best CV won’t guarantee success.

A mobility strategy designed for performance

To succeed, international mobility must be treated as a true integrated HR strategy. It starts with talent selection: you need profiles that can act quickly, understand local challenges, and know how to adapt and collaborate with multicultural teams.

Next, preparation is key. Intercultural training, coaching, support with administrative and logistical processes—everything must be in place so the talent leaves under the best conditions.

Onboarding has to be fast and effective, ensuring the employee is fully operational from day one. This isn’t optional—it’s a must.

Finally, post-mobility follow-up is essential. It helps identify issues quickly, keep motivation high, and adjust support when needed.

Rapatriation: how to turn a return into a real career springboard

Expatriation doesn’t end with returning to France. This moment is often tricky for talent, faced with a job market they no longer know or with insufficient recognition of their international experience.

Without support, these talents are sometimes pushed into roles that don’t match their background, creating frustration and loss of motivation.

Supporting their repositioning, showcasing the experience gained, and identifying companies specifically looking for this profile — that’s how a return becomes a true career boost.

mad mobility: comprehensive and pragmatic support

At mad Mobility, we understand that international mobility is far more than just a formality. It’s a strategic growth lever—but one that demands tailored support.

We step in at every stage: targeted recruitment, intercultural preparation, fast onboarding, and personalized follow-up. Whether it’s French profiles already on site, foreign talents, or repatriated expatriates, our goal is clear: a talent ready to perform, not just a CV on paper.

The result? Better talent retention, faster integration, and above all, internationalization projects that actually work.

In short...

Internationalizing your business isn’t something you wing. Behind every new expansion lies a major human challenge that must be anticipated, prepared for, and supported.

The numbers don’t lie: 70% of failures come down to poorly managed mobility. But it’s not inevitable.

With the right strategy, the right approach, and expert support, mobility becomes a true driver of success—for both companies and talent.

Got an international expansion project or prepping for a move abroad? Let’s talk. Because nailing mobility means preparing for the future.