How to Go Global Without Getting Lost in Translation — Podcast Playback

As a recognized leader in the Employer of Record (EOR) industry, G-P is always advancing the conversation around the future of work and the new opportunities our EOR solutions are helping to create. In a recent episode of our Pangeo Perspectives podcast, we explored how to adapt business models to new regions and find an effective approach to global expansion.

While global expansion comes with a world of exciting opportunities to plan for, no amount of internet research can prepare you for what you’ll experience on the ground in a new region. Trying to transfer your current practices and strategy to a new location can cause key parts of your business to get lost in translation.

Educator, advisor, author, and CEO of International Marketing Partners, Allyson Stewart-Allen, shared some inspiring insights on this topic on our Pangeo Perspectives podcast. Let’s take a look at some of the strategies that were shared to ensure a smooth launch and transition into new markets.

Recognizing and embracing cultural context

No two countries are alike. Culture and customs vary around the world, so why would we assume that businesses operate the same way across different regions? Just as you wouldn’t expect to speak German in Mexico, it’s important to also acknowledge your target country’s unique business culture before making the move. 

For example, the business culture in the U.S. is fueled by what Stewart-Allen calls “Darwinism thinking”: Innovate or die. The philosophy creates a sense of urgency and constant push to stay ahead of competitors that’s unique to the United States.

“We’re in a hurry in the U.S., which goes hand in hand with that ‘change or die’ [mentality]. There’s an urgency, and we expect others in different parts of the world to also be at the same pace as us,” says Stewart-Allen. 

While working extra hours or skipping lunch for the sake of productivity may be seen as hard work and dedication in some countries, it may be viewed differently in others. Assuming your home country’s way of doing business is the same as everywhere else could be harmful to your global expansion journey.

Aligning your company vision with values in new markets

So how can you bridge the gap between cultures and align your company vision with other markets? The answer is simple: Do your homework. It’s not enough to do a few Google searches — to expand operations into a new market, you need to either go to the target country and immerse yourself in the culture or partner with a global growth expert to help inform and improve your market strategy.

There is no replacement for firsthand learning when it comes to understanding cultural nuances, local social norms, regulatory influences, legislative framework, and socio-economic conditions.

Even if you hire a market research firm or third party to learn these things, your global growth strategy will be much more effective if company leaders are also involved.

Making global expansion a priority

The success of your expansion is only as great as the attention and commitment you dedicate to it. New market entry can’t be an afterthought or a side goal for your company.

“You have to allocate the resources internally, and we’re not talking about cash,” says Stewart-Allen. “We’re talking about time. We are talking about management attention. We are talking about making international [expansion] a core part of the agenda.” 

In order to achieve a successful expansion, global growth needs to be a main priority, and each executive team member should be aligned with that vision to ensure a cohesive execution.

Another crucial element of prioritizing global expansion is the willingness to adapt to new cultures. Some leaders insist on imposing their home market practices on other regions, but that lack of flexibility typically doesn’t yield positive results.

Take your business global with G-P.

Taking your business global is a big step, and every new market you enter must be approached with care. Understanding the cultural nuances, customs, language context, and other factors can be the difference between a successful market launch and a failed experiment.

Recognizing and embracing these differences, aligning your company vision with the target market, and making global expansion a priority will greatly reduce your risk of getting lost in translation.

For more insights and expert commentary on this topic, listen to the full episode of “Going Global without Getting Lost in Translation,” delve into other related podcasts in the Pangeo Perspectives series, or check out our 2023 Global Growth Report to discover how other industry experts are seeing the future of business.

As the recognized leader in the global employment market and standard bearer for industry compliance, we continue to pave the way with new technology for new times. With the #1 Global Growth Platform™, G-P helps companies hire, onboard, and manage global teams in 180+ countries, quickly and compliantly. We continue to gather key perspectives and insights from growth-minded leaders, HR innovators, and entrepreneurs from around the world through our Pangeo thought leadership efforts as we help shape the global growth conversation.

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