Lead country strategy

A strategy of some multinational corporations or those companies who want to enter foreign markets by introducing a product on a test basis in a small-country market that is considered representative of a region before investing to serve larger-country markets. For example, Colgate-Palmolive used this strategy for successful launching of its Optims shampoo. On the basis of test market in Hong Kong, Colgate-Palmolive introduced Optims throughout Asia.