On the surface, international business expansion seems easier than ever. Today, any company can reach multiple markets in a matter of seconds: Publish a blog post, launch a mobile app, buy digital ads, and target customers in as many countries as you wish. The rise of online global marketplaces has made it even easier for companies to launch into multiple countries simultaneously, often from their earliest days. This has given rise to a wave of “global native” companies that have an international presence from day one.
How Global Companies Can Create a Consistent Customer Experience
Five principles to help you deliver the same value to all your customers, regardless of their geography.
August 30, 2023
Summary.
Building a global company is easier, but also more nuanced and complex, than ever before. In the past, companies could limit expansion in a more controlled fashion to just one market at a time. In the digital age, global growth is far more continuous and incremental in nature. But with this new approach comes risk: If your customers in one market receive less value than those in another, they perceive your offering differently. This is not only unfair to them, but it can also hurt your business in the long run. To truly create an equitable experience for your customers, you will need to focus as early as possible on driving a GLOBE mindset, one that’s geography-agnostic, linguistically inclusive, operationalized, balanced, and empathetic.
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Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Business Plan Development. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to create a winning business plan.