web analytics

Jul 28 2014

Successfully Selling Education in Europe

asme europe training webiste

Join Ms. Jackie Oppenheim of the American Society of Mechanical Engineers and Mr. Murat Dogru of ASME Europe (MCI Brussels) as they present how ASME has grown its successful education and training business in the mature, competitive European market.

When ASME decided to offer its successful training courses in Europe, multiple challenges had to be overcome. Hear about the sales and marketing strategy used, and how they tailored its courses to be more locally relevant to regional customers and members. Understand the connections, roles, and the impact the regional community had on the development of new products and services.


This session will be held in room 104AB of the Music City Center on Monday, August 11, from  2:00 PM – 3:00 PM.

 Meet Murat Dogru at the MCI booth 1635 on Sunday and Monday of the Exhibits.


Jun 30 2014

Partnering in China – Podcast Interview with Maria Tong

Partnering in China podcast

Earlier this year, our GrowGlobally readers responded to a survey on the topics of most importance to them.  Our first response to GrowGlobally reader  survey preferences will be on partnering in China.

As the results from the recent ASAE Foundation Study sponsored by MCI has shown, it isn’t that associations are not partnering.   The vast majority are.   Unfortunately, not all partnership deals are good ones for various reasons from over expectation to poor partner selection due diligence to a lack of appreciation of the different types of partnerships.

One such example is the over reliance on local national societies to carry the weight to help US associations expand their business interests.  It is unwise to depend on such local societies especially those located in emerging markets or less developed countries.  Many of these associations struggle to manage their own activities with smaller budgets, smaller volunteer networks, fewer staff, and do not possess the core competencies to support the growth of business commercially.

However, local societies do act well as “multipliers” in their ability to connect you to end users (customers, member prospects, local subject matter experts).

MCI would like to offer some suggestions as you evaluate local national societies in your efforts to partner locally around the world.   Use the following criteria to determine a potential client’s capabilities to serve your interests.

  1. Market Knowledge – ability to see changes in the local perception of industry or academia resulting in better participation, interest in your brand or to identify and remedy dissent?
  2. Management – possibility of leadership changes in their ranks that could weaken or hinder your activities?
  3. Infrastructure – strength of its local network to provide needed expertise at the point of need?
  4. Competency – business expertise to perform required responsibilities?
  5. Commitment –interest of the existing political and administration leaders to provide ongoing infrastructure and financial support?
  6. Politics – changing attitudes among core local leadership that could retard or undermine support or relations?
  7. Culture – degree to which bureaucratic culture stifles performance?
  8. Scalability – ability to transfer your success to other markets within the country?

MCI China’s Maria Tong was recently in Washington DC and we took the opportunity to interview her on the role of partnerships in China.

This interview is the first of three podcasts which will appear this summer on GrowGlobally.


To view Maria’s interview, please click on the image above.




Jun 27 2014

New ASAE Study Shows Commitment to Global Returns 10x the Value

ASAE Global Study Series Logo










In June, the ASAE Foundation and MCI released the results of the first year of a five year study to examine how associations are operating internationally at the ASAE Global Symposium in Washington, D.C.

As the initial data were analyzed, it was determined that certain strategies led to greater success in implementation of global operations. The associations that demonstrate growth in this report are stimulating and meeting demand for service from international customers and members in significantly different ways than those who have experienced stagnation or decline in membership and/or revenue from abroad.

Working together, The ASAE Foundation and MCI will deliver further reports during this multi-year, multi-phase research initiative to study these strategies and gain a better understanding of U.S. associations’ global strategic approach and operating environment.  A  white paper, the first report in the study series, is available from ASAE Foundation website and presents a detailed conversation about what growing U.S. associations are doing abroad to implement and sustain global operation.

The goal of the project is to provide the association community with the tools and resources needed to effectively explore and cultivate business ventures in emerging markets around the world. Specifically, it will enable association executives to use data-based information to maximize their decisions about effective strategies and tactics for enhancing their associations’ international growth and brand awareness in key regional markets.

In this podcast interview, Nikki Walker, MCI’s vice president, association management and consulting, offers insights into the findings.


Nikki ASAE Study Interview

 To view the podcast, click on the image.



Older posts «