Expand Your Company's Culture

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In the article below, Allen Morrison, professor of global management and the holder of the Kristian Gerhard Jebsen Chair for Responsible Leadership at IMD (www.imd.org) talks about the importance of diversification as key to global expansion.  In addition, he says:

"Our research has shown that when a company does 50 percent of its business internationally, its performance can be optimized when it hires roughly a quarter of its executives from the countries in which it plans to operate.  The average among many leading American companies is a ratio of 17 percent foreign executives in a company that does roughly 40 percent of its business internationally.  In Europe, the average is slightly higher."

Read the entire article here.

Building a Global Brand Is Not Easy

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Dominique Turpin, Nestlé professor and president of IMD business school, says that big global brands are now born everywhere but building one is not easy.

Much as in developed markets, a brand must offer something meaningful, innovative and different for the consumer. And the innovation does not relate only to the product. It also applies to pricing, advertising, communications and a company’s entire business model.

This all looks simple on paper but is hard to put into practice.

Read the entire article here.