No company can win in any market without connecting deeply with local customers – what they need and want, how they make their buying decisions, how they buy, how they pay, and how they follow up with inquiries. Learn how the local team needs people with deep local knowledge, who are given autonomy, and that their views are factored into the company’s decisions for the local market.
- No company can build a leading position…in a foreign market without deeply aligning…with the local market reality on an ongoing basis.…Let's take a look at Uber, the ridesharing pioneer,…which faces a very different market in India…than it does in the U.S.…Car ownership, even in urban India, is still quite low.…Those who own cars are affluent enough…to hire full-time drivers…and have no need to earn extra money as Uber drivers,…so most Uber drivers are low income…full-time operators.…
Since they don't own cars, they need to rely on Uber…to help them lease vehicles.…Moreover, a good chunk…of the private for-hire transportation market in India…consists of cheaper three-wheeled auto rickshaws…rather than normal cars or taxis.…If Uber were to focus solely…on standard four-wheeled cars,…it would miss out on a large segment…of the market opportunity.…
Uber India faces stiff competition from Ola,…a local startup.…Ola is also extremely well-funded by global VCs…and has access to global talent, technology, and ideas.…So unless Uber India can tailor its products,…
- Identify the benefits and challenges of globalization.
- Determine how to connect with each local market.
- Explore relevant tips for managing global teams across cultures.
- Examine way to manage and share knowledge across the globe.
- Recognize how to build a company’s brand as a global employer.
- Outline helpful tips on the best ways to manage an expatriate’s assignment.
- Explore the fundamentals of establishing a one-company culture across the globe.
- Determine how to cultivate a global mindset.