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May 17 2011

Reaching New Customers and Members Abroad

No matter how established your brand or how rich and successful your product portfolio may be in your home market, for a US-based professional society to succeed in growing a sustainable business in a new region of the world requires four important operational values:

  1. The local knowledge and relationships needed to understand market opportunities, barriers to entry, and competitive factors.
  2. The ability to design, deliver and promote locally relevant products and services to your target audience.
  3. The capacity to serve increasingly large and more complex transactions as demand grows.
  4. The understanding of the cultural and business sensitivities to building customer confidence and effective partnerships.

Unfortunately, some US-based associations are “under thinking and resourcing” their efforts to grow globally. In short, they expect quick returns with value propositions, strategies and infrastructure used to build their home markets.

Finding the answers to the four critical factors of success described above requires getting to know the target market you seek to enter or expand, and organizing a study mission is an excellent means to help you do this.

MCI organizes study missions for various associations.  Please take a moment to view and download this brochure.

About the author

Peter Turner

As MCI's Senior Advisor, Global Development Strategy, I help associations build and execute global growth strategies. Over the past 30 years I have served three associations (ASAE, MPI and IEEE Computer Society) as a leader of business, product and partnership development.

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