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Going Global Without Going Broke
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Going Global Without Going Broke

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  • 1.
  • 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.
  • 4.
  • 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 infrastructure
    3. Translated microsites
    2. Template support
    1. 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 support
    Align global stakeholders and influencers
    Develop a clear roadmap
  • 29. Thank you!
    Jen Modarelli
    jenmod@whitehorse.com
    Helpful links:
    http://www.forrester.com/Research/Document/Excerpt/0,7211,38872,00.html
    http://bytelevel.com/reportcard2008/
    http://www.cisco.com/en/US/netsol/ns871/index.html