The document summarizes a webinar on how to win against new global competitors from emerging economies. The webinar featured Amy Karam who discussed challenges companies face expanding globally and competing against new competitors. She emphasized the importance of understanding local culture and adapting organizational culture and processes. Companies need to focus on cultural factors, create regional support teams, and change mindsets to integrate new cultural dimensions for success in global markets.

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How to Win Vs. New
Global Competitors from
Emerging Economies
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 2 March 2016
~ featuring ~
Amy Karam Dr. Craig Fleisher

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Amy Karam
Amy Karam is a highly sought–after speaker, consultant, author and
instructor of Stanford University Professional Development courses, as well
as her own workshops. As a Consultant, she specializes in Globalization and
Competitive Strategy, leveraging her extensive international expertise,
particularly in Emerging Markets.
With a wealth of business development and marketing experience at
companies such as Cisco, Apple, Capital One, Nortel, and Alcatel–Lucent, she
consults to start–ups and established corporations in formulating strategy
and implementing execution plans. Based in Silicon Valley, Amy has
personally engaged thousands of people with her dynamic and effective
presentation style. She has advised and trained sales teams, executives and
managers across North and South America, Europe, Asia and Africa.
Email: info@KaramConsulting.com
The Intelligence Collaborative is the online learning and networking
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and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!

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Questions, Commentary & Content

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Picture This…

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Challenges in Going Global…
NEW CHALLENGES
Global Markets
New Cultures
New Customers
Different Competitors
USUAL CHALLENGES
Big Mandate
No Resources
Bottom-line Impact
+

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…Require Innovation in Approach
New & Different External Factors
Require
Creative and Innovative Approaches
in order to succeed
 Focus on two aspects of CULTURE:
 Geographic Culture
 Organizational Culture & Structure

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Case Study Background
Mandate Budget Revenue
Expectations

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► The Impact of Geographic Culture on Revenues
► Adapting Organizational Culture & Structure
► Creating Processes to Integrate New Cultural Dimensions
Insights

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The Impact of Geographic Culture on
Revenues
 Know Your Customer & Their Needs
• Is your Product a fit for Emerging Markets?
• Winning is about more than just your Product
 Adapt to Culture Expectations of a Customer
• Longer-term Approach
 Emerging Competitors
• Their culture shapes the way they compete which influences your
success rate.

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The 5 Ps of Marketing for Emerging Markets
Source: Forthcoming book, ‘Breathe a New Fire’ © 2016 Amy Karam

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The 5 Ps of Marketing for Emerging Markets

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Adapting Organizational Culture & Structure
 Introducing the 5th ‘P’: POLITICS
o Influence at all levels – internally and externally.
 Changing the way things are done
o Motivate change internally in the Corporate Culture to
accommodate the cultural differences and challenges.
o Align Corporate HQ Resources with Regional Needs
o Influence Senior Executives to shift fundamental mandates.
 Eg. GA, Finance, Legal
 How? What are CEO priorities? New revenue sources?

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My Experience Addressing “Politics” for
My Program - A Key Success Factor
POLITICS “P”
Emerging
Competitor Washington, DC
Corporate
Government AffairsCustomers

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► Create Regional Support Teams to:
o Establish breadth and depth of coverage
o Capture the true local dynamics
► Value-Add of Global Program Lead
o Recognize regional sub-cultures
o Recruit Corporate expertise & provide visibility
► Change the Mindset and Mobilize the Troops
o Training front-liners to do business differently in new markets
with different cultures.
Creating Processes to Integrate New Cultural
Dimensions

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Results
1. Competitive-Threat Subsided
2. Sales Wins Increased, Escalations Declined
3. New Practices Continue Today
Why?
Understood Customer Expectations based on their Culture
Shifted Practices to address Competitive Tactics
Integrated required changes into Corporate Culture & Structure

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Insights
► The Impact of Geographic Culture on Revenues
► Adapting Organizational Culture & Structure
► Creating Processes to Integrate New Cultural
Dimensions

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Thank You !
Go-Global & Good luck!!
Amy Karam
Amy@KaramConsulting.com

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About Karam Consulting
Corporate Training
Courses & Workshops Include :
• Global Competitive Strategy Formulation
• The Power of Politics in Business
• Innovation Models & Fostering Creativity
• Motivation & Influence for Results
• Customer Relationships & Culture
• Communications Management
• Silicon Valley Business Bootcamp™
• Innovating a Global Competitive Program – New Markets & New Challenges
Consulting
With expertise in competitive programs, Amy helps enterprises maintain strength
in a changing world. Adaptable to fit your company’s culture, she strives to bridge
the gap between marketing efforts and true sales needs.
 Create and implement:
• Global Expansion Plans
• Competitive Strategies
• Sales Support Programs

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The Book…for more on this topic
More about today’s topic is in the forthcoming book (working title)
Breathe a New Fire to be published by Wiley in May.
Pre-purchase a copy today http://amzn.to/1LOtE0Q
Or Register for our Newsletter at
http://KaramConsulting.com/#contact
About the Book:
Western companies are being challenged in different ways by the
economic rise of China and other new entrants. They are looking
for guidance on how they need to respond, survive and thrive –
they want more than just an analysis of the threat.
This book offers Western companies actionable business
strategies and competitive tactics to succeed in their global
expansion, while encountering emerging competitors like those
from China.
A practical framework provides a successful approach to
maintaining and evolving an Innovation Advantage, particularly
when targeting Emerging Markets.

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Thank you!
Now how about a little Q&A?
The Intelligence Collaborative is the online learning and networking
community powered by Aurora WDC, our clients, partners and other friends
and dedicated to exploring how to apply intelligence methods to solve real-
world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn
more about Aurora at http://AuroraWDC.com – see you next time!
Email: Amy@KaramConsulting.comAmy Karam