Going Global Without Going Broke
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The document discusses an evolutionary approach to developing a global web presence without overspending. It suggests clearly defining a company's global structure by understanding how products are sold, offices are managed, and budgets are allocated internationally. This establishes an organization's evolutionary stage for its global online presence, whether it be interface integration, template support, translated microsites, or integrated infrastructure. Planning and gaining executive support are then needed to align stakeholders and create a roadmap for the global online strategy.
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Going Global Without Going Broke
- 2. Going Global without Going Broke:An Evolutionary Approach to a Global Web PresenceJen ModarelliWhite Horse Principal and B2B Strategistjenmod@whitehorse.com
- 3. If you listened only to industry press, you’d think there was only one way to take your Web presence global, and it’s the expensive way.
- 5. For most companies in this economic climate, the road to integrating their global brand online is only getting longer.
- 6. We all must do more with less.
- 7. But when it comes to globalization, one size does not fit all.
- 8. Too often, companies attempt to over-globalize, creating standards that don’t work for their organization.
- 9. However, there is a fiscally responsible way organizations can evolve their global presence.
- 10. Clearly articulate what your company’s global presence actually is.Do you sell product into other countries?
- 11. If you do, is it the same product, a subset, or an entirely customized product or solution?
- 12. Do you have satellite offices serving customer basis in multiple countries?
- 13. If you do have satellite offices, are they staffed from headquarters or are they managed and staffed at the local level?
- 14. Do you develop and design products in various countries?
- 15. If you do, do those design teams integrate across countries or are projects generally assigned to a single location?
- 16. Do you provide global customer service for products sold into other countries?
- 17. Do you need to recruit or retain employees from various countries?Understand your company’s global organizational structure
- 18. How are your web budgets allocated?
- 19. These criteria put you on an evolutionary path. Finding your evolutionary stage is the key to success.4. Integrated infrastructure3. Translated microsites2. Template support1. Interface integration
- 20. Interface integration: looking global without supporting global by integrating locations and contact info.
- 21. Interface integration: looking global without supporting global by integrating locations and contact info.
- 22. 2. Template support: supplying design templates to international site owners to broadly define a look & feel.
- 23. 2. Template support: supplying design templates to international site owners to broadly define a look & feel.
- 24. 3. Translated microsites: partial translation of content that remains centrally controlled.
- 25. 3. Translated microsites: partial translation of content that remains centrally controlled.
- 26. 4. Integrated infrastructure: centralized workflow and content management support integrated messages.
- 27. 4. Integrated infrastructure: centralized workflow and content management support integrated messages.
- 28. Now you’re ready for global planning.Get executive-level supportAlign global stakeholders and influencersDevelop a clear roadmap
- 29. Thank you!Jen Modarellijenmod@whitehorse.comHelpful links:http://www.forrester.com/Research/Document/Excerpt/0,7211,38872,00.htmlhttp://bytelevel.com/reportcard2008/http://www.cisco.com/en/US/netsol/ns871/index.html