French PMEs entering the U.S. market face a structural problem: they know American culture but not American buying behavior. This piece examines the psychic distance paradox in French-to-U.S. market entry, a VRIO analysis of Bordeaux wine's commercial positioning failure, and the critical mistake of treating the United States as a single consumer market.

Une analyse structurelle des modes d’échec à l’internationalisation des PME françaises et de la discipline stratégique nécessaire pour les surmonter.