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Going global calls for new mindset, attitudes
The transition from domestic business operations to international business operations requires changes in more than one department of the organisation. It demands changes in the organisational structure and also affects several related departments radically. To be specific, international marketing demands changes in the functioning of departments like finance, human resource, IT support and marketing. Employees proficient in areas like finance and currency, international b
anking, tariffs and quotas, international marketing and related international laws are needed. Thus, when a domestic marketing company shifts to an international mode, the skill sets of the existing staff must be expanded or people with the required skills must be recruited. Above all, the mindset, management style and approaches of the employees must suit an international business scenario.
The global market changes incessantly and the parameters governing these changes are numerous. Thus, many multinational companies attempt a change in their organisational structure several times, especially in their initial years to deal with the concerns and take up tasks specific to international business. In the process they try out several structures like global product structure, grid structure and international division structure to understand which suits them the best.However, most of these organizations have testified that their native or some simpler organisational structures were more practicable than the sophisticated ones. Also, there is nothing like the best structure for an international business. It depends on the people supporting the structure. As long as they are comfortable with one, it is the best structure for that organisation. After all the right business strategies and planning and execution of processes is finally dependent on the staff.
An international organisation must cater to the regulations of the governments of specific countries it is dealing with. The difficulty lies in the fact that the needs may vary. As the number of host countries increase, so does the intricacies. Adjusting the company’s operations according to their expectations and most of all handling the relationship with them demands lot of prudence.
Handling ethical aspects of business is another impediment for an international business organisation. The cultures of the countries differ extensively making it mandatory for the organisations to have exceptionally high knowledge of it. Marketing firms, either domestic or international must directly deal with people and leave an influence on them. Extensive research is a must to know the culture, attitudes, perspective and likes of people. Only this will get the pulse of the target market, which will in turn help the organisation to understand the requirements of people and how to appeal to them. Any wrong step that hurts the sentiments of people can lead the company to loosing its good will among the people and consequently its market share. Hence, employees native to the specific country must always be consulted in taking critical decisions.
Indian companies must deal with several issues to compete in global markets. Availability of infrastructure, accessibility to technology and skilled labour are the most important of these. Demand in quality and quantity from the people and competition from other companies in that specific country are some other issues. While considering business in a country, the strength of rival companies must be given a careful consideration. Their company structure, strategies, goodwill and services must be compared to ours to anticipate our success. Transcending from domestic marketing to international marketing can offer scope to expand a company’s knowledge and skill base, increase its turnover and scope for future growth.
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NITYA SAI SOUMYA
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