Steps in going global: Hope it is not a Strategy Richard M. Brandt (Iacocca Institute, USA)

1. SENZATIONS
2015
Hope is Not a Strategy

2. Cartoon

3. CORPORATE STEPS TO BECOME
INTERNATIONAL
 Small Representative Offices to Look Around
 Consulting Projects
 Market Development Expansion
 Sales Offices – But Business Units in Control
 Acquisitions and Joint Ventures
 Fully Staffed International Operations
 Regional Officers and Autonomous Operations
 Profit and Loss in Customer Teams

4. SELECTION OF MANAGERS
 Initial Country Heads were all U.S. Expats
 Assessment Center Evaluation
 Extremely Independent
 Entrepreneurs
 Major Network must Exit in U.S.
 Most Office Staff Became Local Nationals
 50% Local to 85% Local in 5 Years
 Recruiting Top Managers as Country Head in past 1-2 years
 Debate and Practicality of U.S. Assignment
 Usually Deputy Director is Expat to Maintain U.S. Network of
Support

5. SUPPORT FACTORS FOR INTERNATIONAL SUCCESS
 Direct Business Unit Support – Regional and U.S.
 Services for Installation
 Bid & Proposal
 Country Desk
 International Protocol
 Strategy and Market Development