Branching out

To develop new streams of revenue, companies are looking beyond their established markets. But doing so involves tackling the myriad of challenges involved in working in regions beyond their own. This article discusses how organizations can successfully develop relationships with customers and contractors living and operating in other cultures. In doing so, it identifies appropriate approaches to working in other cultures, looking at how an executive from ESI International prepared to launch a 2008 expansion project in India that involved working with executives and project teams from Wipro and Infosys. It overviews the ground rules of expanding into new markets, noting the experiences encountered by the Benetton Group and Ritz-Carlton when they attempted to expand into Chile. It then describes two critical approaches that can help companies navigate the complexities of expanding into--and working in--another culture. It also discusses the advantages of using project management as a method for establishing a common language and a common process of communicating with stakeholders from different cultures.
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