Operating Globally
Posted by jtarabini on March 2nd, 2010by Beth Gorell, guest writer and M Squared consultant
How can something that sounds so simple be so complex? The nature of globalization as a business phenomenon today goes beyond earlier attempts that simply paid lip service to the term. Now, business drivers, customers and partners truly are operating globally, and organizations that want to compete need to change how they operate in order not only to keep up but to lead. But what does “operating globally” really mean?
Key Elements of Globalization Now
In a way, globalization represents the ultimate “free market.” Structures are now in place to allow wider trade in goods, services and investment internationally than ever before. Technology makes the ability to trade internationally fast and accurate, and allows participants to react immediately to economic, social and political changes that affect their business decisions. Large, corporate customers are recognizing their global buying power and using it to negotiate from an increased position of strength. But perhaps the most noticeable change of the last decade has been the shift away from a “multi-national” approach to international trade, to one that is truly global.
Not What It Once Was
Not so long ago, it was accepted that multi-national US-based companies approached their international business as an opportunistic extension of their US interests. Product and service introductions, events and partner programs were designed from the US perspective, then “localized” for other countries as a secondary step. International legal and tax implications were left to local country experts, and – particularly if budgets were tight – English was often the only mandatory language for training and sales tools. Events were scheduled at times convenient for the US and (possibly) Europe. Managers with serious career aspirations had to reside in (or move to) the US.
Not so anymore. The rise of business opportunities in countries such as China, India and Korea (just to mention a few) has forced US-based powerhouses to re-think how they approach “emerging” markets. Competition from companies based outside the US has risen, and both customers and partners have increasing expectations that vendors accommodate their needs. Companies that continue to operate the old way do so at their own peril.
Getting Ahead of the Curve
Is there a magic formula for succeeding in this brave new world? Of course not. But there are some steps that are key for heading in the right direction:
Build Global Knowledge
It is no longer “good enough” for international knowledge to be silo’d with local country experts. To lead in future, organizations must have greater global understanding at all levels and use this knowledge in their planning and execution. This means building a knowledge base of how business is done in key geographies – key business practices at the direct and partner levels; economic and political drivers; the competitive landscape; legal, tax and language requirements; etc. – and keeping global requirements at the forefront of planning and decision-making. How to build this knowledge? Organizations historically comprised of US-based staff should get more creative than simply sending people to classes or asking them to read books. Foreign service assignments and temporary job exchange programs, as well as internationally located positions in high-potential geographies at the staff, management and senior management levels, and the inclusion of staff and management with experience at local levels, will pay off for organizations with enough vision and conviction to use them.
Align Globally
While there will always be a need to consider local differences, a significant level of baseline consistency – from programs to organizational alignment – will be required to reap the real benefits of a global approach. This will likely also mean greater fortitude by senior management, both with regions that have traditionally had a large say in how programs and organizations are designed (notably the US and Europe), as well as with program owners who must now think globally right from the start. Strong and consistent sponsorship from senior management will be required to ensure that business does not slip back into comfortable patterns from the past, and that significant mindset changes are successfully adopted.
Anticipate Customer Demands
As corporations begin to think and act more globally, they will do so not only as vendors, but as customers of other corporations. Companies that anticipate what this could mean in terms of trade expectations and customer satisfaction will be positioned to take market share away from those that have not thought this through. Account management, discounts, service agreements and channel support are just some of the areas that will be affected by rising global customer demands.
Embrace Global Scalability
Growth in a global economy requires global scalability. By building an organizational infrastructure that is optimized to meet current global business requirements, yet able to respond to changing global and local needs, companies can increase alignment on business priorities, build internal efficiencies, develop consistent metrics, provide staff with improved career opportunities, and respond to changing industry dynamics more quickly and effectively.
But building a scalable global infrastructure is not without its pitfalls. Demographic diversity presents challenges in terms of language, time zones and approach – all of which combine to test organizations in their ability to build expertise, teamwork and trust. Fortunately, the tools for doing this have never been better, and will only continue to improve.
A Final Thought
Globalization is an ongoing process that is affected by many geo-political factors outside the control of the businesses that want to participate. A careful eye on the world economy and ever-changing elements that affect the business climate in specific geographic areas as well as across the globe is required to play successfully in this arena. But for companies that choose to take a leadership stance, there is much to be won. A strategic approach to globalization can make the difference between being one of the leaders or being left behind.
Beth Gorell is an independent consultant who has worked in Silicon Valley since the mid-1980’s. She specializes in strategic planning and execution, change management and channel strategy, and can be reached at gorell@saje-consulting.com.

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