That is the question and reluctantly I answer with, "You should not go global when you do a lousy job selling a product or service locally."

The truth hurts but the folks at Harvard Business Review have just come out (December 2008) with a far more eloquent way of guiding us on When You Shouldn't Go Global. Unfortunately, to learn more, you will have to either buy the article online for U.S. $6.50 or go to your local bookstore to pick up a copy.

Here's one interesting point made in the abstract:

Global efforts can be rendered counterproductive through unanticipated collateral damage.

Bottom line: You don't want to move full speed ahead toward failure. The article could very well help you avoid missteps. Check it out.