Take Your Company Global: The New Rules of International Expansion
- 3h 40m
- Nataly Kelly
- Berrett-Koehler Publishers
- 2023
If you're on the internet, you're already global. Now, get access to an innovative data-driven model for profitably expanding the international presence you already have.
Companies looking to expand used to think about entering international markets, but today you're global from the moment you create a website. Nataly Kelly, Chief Growth Officer at Rebrandly (a global tech company with customers in more than 100 countries) and former VP International Ops and Strategy at HubSpot, says now the goal should be market intensification—building on the presence you already have.
Kelly's MARACA model enables companies to distill the mass amounts of data available to determine if, how, and where they should expand by looking at three key areas of measurement:
MA: market availability-the size of the market opportunity within a given country
RA: real-time analytics-data indicating how your company is currently performing in that market
CA : customer addressability-the measure of your company's ability to address the market, no matter its size
The book is based on Kelly's experiences with building a global business both at HubSpot and as a consultant, but also contains numerous examples from successful global companies of various sizes, such as Airbnb, Canva, Dashlane, GoStudent, Facebook, LinkedIn, Lottie Dolls, Netflix, Revolut, Teamwork, and Zoom. Including information on building a globally minded corporate culture, this is a complete strategic guide to discovering international growth opportunities.
About the Author
Nataly Kelly is chief growth officer at Rebrandly, a global tech company with customers in more than 100 countries, and former vice president of international operations and strategy at HubSpot. She contributes regularly to Harvard Business Review and is an adjunct professor at the Middlebury Institute of International Studies at Monterey. Connect with her at borntobeglobal.com.
In this Book
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Introduction
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Understand Market Intensification
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Align International Strategy with Corporate Strategy
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Intensify Local Market Presence
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Enable Revenue with Localization
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Apply the Maraca Model
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Calculate Market Availability
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Pick Your Real-Time Analytics
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Measure Customer Addressability
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Build A Global-First Culture
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Amplify Local Customer Voices
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Build A Globally Equitable Organization (GEO)
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Hire for International Knowledge
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Multimarket is the New Multinational
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Notes
