Latest Op Ed: Learning from China’s Entrepreneurs
Many thanks to Entrepreneur.com for publishing my latest Op Ed on Learning from China’s Entrepreneurs. The original post is here and an abstract follows below.
Greg
In theory, effective international brand management focuses on rapid expansion and reach. A premium is also placed on ensuring that the growth is consistent with the strategic and tactical goals set back home. But theory doesn’t get you to the finish line first. The reality is that successful international expansion requires adaptation.
Despite wanting a brand to be recognizable worldwide, chasing international strategic uniformity rarely works, due to cultural norms, economic climates and political pressures. Effective organizational planning is also a must have. If any of these is managed poorly with a one size fits all strategy, you might find yourself in last place playing catch-up, rather than being a market leader.
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