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).
Regardless of the stage you are at, if you wish to take up the International Qualification in order to better confront international competition, contact one of our consultants to lead you through this exercise.
R&D and Publications 
The second phase of the 
Quite often, the difference between success and failure in international markets is related to the business model chosen. There is not just one proven way of doing business abroad. Exporting is just one of many market entry modalities to be considered. The firm can export directly orindirectly, but also import, subcontract, enter into a manufacturing licensing agreement, create an alliance, invest in a factory etc. If need be, the business model can differ according to each product-market couple. To choose the business model which is most suited to your international project, certain factors must examined: factors relating to your: 
