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INTERNATIONAL BUSINESS IS A
MATTER OF CULTURE (AND BRAIN)
ALESSANDRO BARULLI
INTRO
BEFORE WE START…
▸ The following slides support front lessons and are part of a
wider teaching program. Without the proper explanation,
arguments can be partial and drive to incorrect
conclusions.
▸ For any further needs or explanations, please email to:
alessandro.barulli@gmail.com
2
INTRO
NOTES
▸ In the following slides the terms client and consumer are
considered synonymous, even if the first refers to a B2B
(Business to Business) relationship and the second to a
B2C (Business to Consumer) one.
▸ Generally speaking also terms like product and service can
be considered synonymous during the speech (unless
otherwise mentioned).
3
WHAT DO THE COMPANIES THAT WILL
TO EXPORT REQUIRE FROM US?
4
ABOUT
THEY NEED…
▸ International business culture (what really means going
internationally?)
▸ Suggestions (strategic support)
▸ Techniques (how to do it)
▸ Organizational framework (prepare the Company’s
organization and processes)
▸ Skills (human resources)
5
THE FIRST RULE OF INTL BIZ:
YOU MUST BE OPEN MIND!
6
THE SECOND ONE:
MKTG IS PERCEIVED VALUE
7
TO INTERNATIONALIZE A COMPANY IS
A STRATEGIC CHOICE, NOT JUST A
“SIMPLE” CHANCE
AND THE THIRD…
8
WHAT DO WE HAVE TO UNDERSTAND OF
COMPANIES THAT WISH TO GO GLOBALLY?
9
THE
INTERNATIONALIZATION
OF A COMPANY IS
10
orNEED WANT
TRY TO FIGURE OUT THE
DIFFERENCES BETWEEN
“NEED” AND “WANT”
11
WHAT DO WE HAVE TO
SUGGEST TO COMPANIES?
12
TELL THEM NOT TO
GO GLOBALLY IF…
13
-THEY DON’T KNOW HOW TO DO
-THEY ARE NOT READY
-THEY DON’T CONTROL THE PROCESS
-THEY ARE IN POOR OR CRITICAL
MARKET OR FINANCIAL CONDITIONS
14
THEY NEED A STRATEGY
THE STRATEGIC PLANNING REDUCES MISTAKES
COMING FROM INTERNATIONAL MARKETING
TECHNIQUES BASED ON NOT STRUCTURED OR
“LET’S TRY AND WE’LL SEE” APPROACHES…
15
OFTEN THEY ASK US
“I’D LIKE TO EXPORT MY
PRODUCTS. HOW CAN I DO?”
16
CIT’S A MATTER OF
CHANGE
17
ENTREPRENEUR. COMPANY.
MARKET APPROACH.
WE SUGGEST CHANGES ON
18
MENTALITY. THE WAY THEY MANAGE THE
COMPANY. LEADERSHIP STYLE. BUSINESS
VISION.
ENTREPRENEUR’S CHANGES
19
MODERN ENTREPRENEURS
ENTREPRENEUR’S CHANGES
▸ MENTALITY: switch the approach from local to global,
considering the world a huge unique market. Adopt a new
and innovative business culture.
▸ THE WAY TO MANAGE: you cannot do all personally. You
need starting delegate.
▸ LEADERSHIP: drive, influence, teach instead of pushing others
▸ VISION: your company must be market - not product -
oriented!
20
YES!
NOT!
21
ORGANIZE. ANALYZE COSTS. SAVE MONEY. SET
THE MARK UP. MANAGE THE HR. TEND TO
FINANCIAL STABILITY.
COMPANY’S CHANGES
22
WHAT A COMPANY!
COMPANY’S CHANGES
▸ ORGANIZE: a not organized company costs money and is
not efficient
▸ ANALYZE COSTS: keep the costs under strict control,
otherwise you loose money (and don’t know where…)
▸ SAVE MONEY: can you reduce costs after analyzing them?
▸ SET MARK UPS: do you have a clear understanding of your
margins? A selling strategy starts from here!
23
WHAT A COMPANY!
COMPANY’S CHANGES
▸ MANAGE THE HR: happy and motivated people work
better. Are your employees happy to work with you in your
company? Or are they just getting a salary?
▸ FINANCIAL STABILITY: a company that pursue an
international expansion must be financially stable, because
internationalization costs and absorbs a lot of money.
24
WHAT DO THE MARKETS WANT?
TRENDS’ OBSERVATION. COMMUNICATION.
CHANGES TOWARDS MKT APPROACH
25
HOW TO DEAL WITH THE MARKET
CHANGES TOWARDS MARKET
▸ WHAT DOES IT WANT?: You can manufacture the best
product in the world, but…does the market wish to buy it?
▸ TRENDS: the world changes very quickly. What is cool
today may be uncool within 12 months. The trends’
observation allows to be always in time with market
requirements.
▸ COMMUNICATION: if you exists but do not communicate
with market you won’t succeed.
26
AND NOW…
WHAT?
27
WHAT ABOUT YOU?
28
WANNA BE AN INTERNATIONAL MANAGER?
THE INT.L MANAGER: SKILLS
▸ Sensibility towards foreign
cultures
▸ Ready to adapt to changes
▸ Open mind
▸ Strategic vision
▸ Capability to manage
complex situations
▸ Be a frequent traveler
▸ Knowledge of foreign
languages
▸ Use of ICT
▸ Patient, modest, purposeful
▸ Communication and
negotiation skills
▸ Leadership & team working
▸ Target & result oriented
▸ Conscious of his skills and
capabilities
▸ International MKTG aware
▸ Serious and correct when
approaching the foreign
markets
29
I THINK YOU ARE SKILLED,
BUT PLEASE REMEMBER
WHAT FOLLOWS…
30
(Zig Ziglar)
SUCCESS
OCCURS
ONLY WHEN
OPPORTUNITY
MEETS
PREPARATION
31
THANKS FOR
PARTICIPATING AND FOR
YOUR ATTENTION
50

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International business is a matter of culture (and brain)

  • 1. INTERNATIONAL BUSINESS IS A MATTER OF CULTURE (AND BRAIN) ALESSANDRO BARULLI
  • 2. INTRO BEFORE WE START… ▸ The following slides support front lessons and are part of a wider teaching program. Without the proper explanation, arguments can be partial and drive to incorrect conclusions. ▸ For any further needs or explanations, please email to: alessandro.barulli@gmail.com 2
  • 3. INTRO NOTES ▸ In the following slides the terms client and consumer are considered synonymous, even if the first refers to a B2B (Business to Business) relationship and the second to a B2C (Business to Consumer) one. ▸ Generally speaking also terms like product and service can be considered synonymous during the speech (unless otherwise mentioned). 3
  • 4. WHAT DO THE COMPANIES THAT WILL TO EXPORT REQUIRE FROM US? 4
  • 5. ABOUT THEY NEED… ▸ International business culture (what really means going internationally?) ▸ Suggestions (strategic support) ▸ Techniques (how to do it) ▸ Organizational framework (prepare the Company’s organization and processes) ▸ Skills (human resources) 5
  • 6. THE FIRST RULE OF INTL BIZ: YOU MUST BE OPEN MIND! 6
  • 7. THE SECOND ONE: MKTG IS PERCEIVED VALUE 7
  • 8. TO INTERNATIONALIZE A COMPANY IS A STRATEGIC CHOICE, NOT JUST A “SIMPLE” CHANCE AND THE THIRD… 8
  • 9. WHAT DO WE HAVE TO UNDERSTAND OF COMPANIES THAT WISH TO GO GLOBALLY? 9
  • 11. TRY TO FIGURE OUT THE DIFFERENCES BETWEEN “NEED” AND “WANT” 11
  • 12. WHAT DO WE HAVE TO SUGGEST TO COMPANIES? 12
  • 13. TELL THEM NOT TO GO GLOBALLY IF… 13
  • 14. -THEY DON’T KNOW HOW TO DO -THEY ARE NOT READY -THEY DON’T CONTROL THE PROCESS -THEY ARE IN POOR OR CRITICAL MARKET OR FINANCIAL CONDITIONS 14
  • 15. THEY NEED A STRATEGY THE STRATEGIC PLANNING REDUCES MISTAKES COMING FROM INTERNATIONAL MARKETING TECHNIQUES BASED ON NOT STRUCTURED OR “LET’S TRY AND WE’LL SEE” APPROACHES… 15
  • 16. OFTEN THEY ASK US “I’D LIKE TO EXPORT MY PRODUCTS. HOW CAN I DO?” 16
  • 17. CIT’S A MATTER OF CHANGE 17
  • 19. MENTALITY. THE WAY THEY MANAGE THE COMPANY. LEADERSHIP STYLE. BUSINESS VISION. ENTREPRENEUR’S CHANGES 19
  • 20. MODERN ENTREPRENEURS ENTREPRENEUR’S CHANGES ▸ MENTALITY: switch the approach from local to global, considering the world a huge unique market. Adopt a new and innovative business culture. ▸ THE WAY TO MANAGE: you cannot do all personally. You need starting delegate. ▸ LEADERSHIP: drive, influence, teach instead of pushing others ▸ VISION: your company must be market - not product - oriented! 20
  • 22. ORGANIZE. ANALYZE COSTS. SAVE MONEY. SET THE MARK UP. MANAGE THE HR. TEND TO FINANCIAL STABILITY. COMPANY’S CHANGES 22
  • 23. WHAT A COMPANY! COMPANY’S CHANGES ▸ ORGANIZE: a not organized company costs money and is not efficient ▸ ANALYZE COSTS: keep the costs under strict control, otherwise you loose money (and don’t know where…) ▸ SAVE MONEY: can you reduce costs after analyzing them? ▸ SET MARK UPS: do you have a clear understanding of your margins? A selling strategy starts from here! 23
  • 24. WHAT A COMPANY! COMPANY’S CHANGES ▸ MANAGE THE HR: happy and motivated people work better. Are your employees happy to work with you in your company? Or are they just getting a salary? ▸ FINANCIAL STABILITY: a company that pursue an international expansion must be financially stable, because internationalization costs and absorbs a lot of money. 24
  • 25. WHAT DO THE MARKETS WANT? TRENDS’ OBSERVATION. COMMUNICATION. CHANGES TOWARDS MKT APPROACH 25
  • 26. HOW TO DEAL WITH THE MARKET CHANGES TOWARDS MARKET ▸ WHAT DOES IT WANT?: You can manufacture the best product in the world, but…does the market wish to buy it? ▸ TRENDS: the world changes very quickly. What is cool today may be uncool within 12 months. The trends’ observation allows to be always in time with market requirements. ▸ COMMUNICATION: if you exists but do not communicate with market you won’t succeed. 26
  • 29. WANNA BE AN INTERNATIONAL MANAGER? THE INT.L MANAGER: SKILLS ▸ Sensibility towards foreign cultures ▸ Ready to adapt to changes ▸ Open mind ▸ Strategic vision ▸ Capability to manage complex situations ▸ Be a frequent traveler ▸ Knowledge of foreign languages ▸ Use of ICT ▸ Patient, modest, purposeful ▸ Communication and negotiation skills ▸ Leadership & team working ▸ Target & result oriented ▸ Conscious of his skills and capabilities ▸ International MKTG aware ▸ Serious and correct when approaching the foreign markets 29
  • 30. I THINK YOU ARE SKILLED, BUT PLEASE REMEMBER WHAT FOLLOWS… 30
  • 32. THANKS FOR PARTICIPATING AND FOR YOUR ATTENTION 50