2025-03-28https://repository.covenantuniversity.edu.ng/handle/123456789/34743In recent times, globalization of new entrepreneurial ventures are both expanding and this may possibly contribute to a greater number of economic actors pursuing foreign markets. Empirical studies reveals that the expansion and acceleration of cross-border entrepreneurship should be considered in the light of substantial changes that has taken place in the past decades and that resulted in a reduction of transaction costs for undertaking international business. In view of this, business venture owners globally find avenues of taking their brands to global markets, but marketing environment at the global arena presents several challenges to overseas players. The political, cultural and technological atmosphere has many influence on entrepreneurial success in foreign markets. The purpose of this study is to understand the challenges that entrepreneurial firms encounter in trying to launch their brands in global market. This study adopted a secondary approach to data collection by reviewing archival literatures in this domain of investigation. This study concludes that cross-border business activities are essential avenues through which emerging entrepreneurs could create value, generate growth and access new knowledge and technologies via their exposure to foreign markets.application/pdfH Social Sciences (General)Article