Our world’s interconnectivity increases every day, providing organizations everywhere the opportunity to expand into new markets and forge connections across borders. Associations seeking global growth have the chance to provide value to prospective members and customers in culturally diverse places through a defined business strategy and thorough market analysis, combined with a commitment to placing values such as trust, respect and understanding at the forefront.
In many cultures abroad, business interactions often begin — and flourish — with the cultivation of personal relationships. Here are five values associations need to embrace when planning to extend their global presence.
1. Connection and kinship: Building personal relationships with potential strategic partners who can work with you in transitioning into a new area is a foundational element of international success. In many countries, business leaders often engage in long meetings that prioritize getting to know the other party personally instead of immediately discussing business matters. Establishing a genuine bond that allows each party to learn more about the other’s values, desires and challenges fosters collaboration and builds a rapport that can lead to a prosperous partnership.
2. Mutual respect: Respect in global relationships is earned through understanding and appreciating the local culture, customs and values. Not only do you need to understand and respect the working styles and attitudes of your partners, but you’ll also need to do the same for your target audience. Mutual respect builds trust, shows willingness to learn and adapt, and can lead to smoother interactions and positive business outcomes.
3. Trust and credibility: Establishing trust involves delivering on promises consistently, demonstrating integrity, and displaying a commitment to the shared objectives of partners and prospective members. Earning trust takes time, yet once it’s established, it enhances your association’s credibility and positions it as a reliable resource for years to come.
4. Cultural understanding: Having a nuanced understanding of cultural norms in the country your association would like to do business in enables you to tailor your communications and strategies to resonate with that target audience. True cultural understanding requires ongoing learning and adaptation to ensure communication remains respectful and relevant.
5. Attentiveness and care: Being present and attentive to key stakeholders and prospective members reinforces the idea you care about them, going beyond transactional engagements. This approach fosters a sense of loyalty — a personal touch that solidifies strong relationships and enhances the overall value proposition of your organization’s brand.
As associations expand their reach into new geographical boundaries, embracing these values will not only lead to successful business results, but it will also enrich your relationships with your partners and prospective members or customers.
Contact us today to learn more about how MCI can help your associations grow its international presence.
Frances Moffett is the editorial content director at MCI USA.
