Creating the mindset for outstanding global leadership
By Maya Hu-Chan
You would think that with the financial havoc caused by the 2008 economic meltdown, most companies would think twice about expanding into new markets. Ironically, just the opposite was true. Many companies looked at emerging markets like China and Russia as opportunities to broaden their consumer base, and the rise of online commerce and social media gave them a window to reach customers in ways that weren’t possible in the past.
And yet, just having access to your customers doesn’t guarantee success. Reaching those customers . . .