Globalization
-
How International Product Marketing Can Make or Break Your Global Business
Taking your product into multiple markets around the world isn’t easy. In fact, it’s an area of marketing that often trips up even the most seasoned of marketing veterans! If product marketing is art and science, international product marketing is fine art and rocket science. As digitization continues, and more businesses are global these days,…
-
Why Alignment at Global Companies Is So Elusive
The bigger you get, the more important alignment becomes. But the more global you get, the harder it becomes. It’s not easy to align teams across both functions and geographies simultaneously. As Behnam Tabrizi reported in Harvard Business Review, 75% of cross-functional teams are dysfunctional. If you’re in an international role, trying to get the…
-
Why International Expansion Is a Team Sport
At many companies, international expansion is no one’s job, but everyone’s job. Who should lead it? Where should it live organizationally? And should its home and influence remain intact over time? In this post, I’ll discuss why inevitably, growing into new markets is a cross-functional endeavor. It’s also one that tends to evolve over the…
-
Why You Shouldn’t Localize Your Business
It might be surprising to hear that you shouldn’t localize your business, especially when it comes from a localization advocate like me. But there is a very simple reason behind this advice. Your business can expand into other countries. Your company can amplify its reach in new markets. Your firm might decide to create new…
-
Global Extensibility and Local Inclusion
There are two themes that matter a lot at most global technology companies lately: Scalability. The ability to not only grow, but to create a foundation that enables efficient future growth. Customer centricity. Staying focused on customers and obsessing over their problems. How should we talk about each of these, from a localization perspective? Let’s…
-
Unicorn Company Contenders and Global Tech Titans
When you think of a unicorn company, what part of the world first comes to mind? Most people tend to first think of global tech companies based in the United States. In fact, we usually think of a very specific place, Silicon Valley, which has generated a large share of the tech companies that have…