This article deals with three important matters concerning the growth of internationalising/globalising firms from Lesser Developed Countries (LDC) and newly industrialising countries. One is the development of the optimal international/global expansion path for such firms, two is the question of sustainable competitive advantage. A significant factor governing it is market orientation, which envelops the whole firm and all its functions. This orientation backed by marketing capability promotes global brand success. Integration of the organisation of the firm around the brand process is the way now for firms to achieve greater regional/global success. Three is whether sustainable competitive advantage and the type of industry one is in significantly impact the expansion path.
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