Not-so-clear view of a flat world
I was at another meeting of association CEO’s last week in West Virginia. Although the meeting was dominated by trade association executives. I found the meeting interesting. One of the sessions I attended was focused on “doing business globally” which left me really unsettled. I was struck by the isolationism and shear sense of fear displayed by the executives, as well as the high reliance on government intervention to help them go global as an association.
In their defense, many of the execs were representing members who were US businesses trying to do business in other countries. However, they exhibited a limited understanding of the benefits of going global, and a “fear of the enemy”. They consistently asked for “someone to intervene to level the playing field”. The global market community offers immense opportunities for associations and their members to prosper, regardless if the member is a US business trying to do business abroad. Yes, it is complicated, but certainly not impossible as is evidenced by the hundreds of companies doing well abroad. If association leaders exhibit fear and a lack of understanding of the global market, neither our profession nor associations in general will prosper.
Maybe we need to dig down deep and ask the question if association executives are really prepared for going global. I seriously doubt that, as a profession, we are prepared to go global. In fact, I would accuse us all as being North American centric and in desperate need of understanding what it takes to bring organizations into Thomas Friedman’s Flat World.
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Comments
As I read through Greg's posting I am amazed at my own level of fear around the topics Friedman explores. The drive down on this general issue will be larger for associations than the generational differences which seem to be occupying more of our time these days.
If associations are not leading their members into Globalization 3.0 (as Friedman puts it) we are all missing THE key member value link.
Posted by: David Lorms | July 10, 2006 3:36 PM
A very interesting post. I saw it on the same day that I received a marketing email from Amazon about summer specials - its the middle of winter here in Australia. But this illustrates the problem - if a highly personalised database marketer like Amazon cant work this out then how are less focussed folks going to do it?
My reaction to the Amazon email was: 'Silly company - how little care they really take.' And if that is the reaction in a Global Association then it is in trouble.
The other side of the coin is the fear in the local (non-USA) community about being 'taken over' by the US association which is usually much bigger and a highly developed organisation. There is so much embedded US culture in associations that it will take a lot of work and sensitivity to move forward (for example US-centric stuff like '401k', SOX, holidays).
It seems to me that the learning is: 1) global moves will take a lot of time, 2) there is no substitute for people living in the other culture.
BUT - there is clearly a need for global associations. Trade and electronic communication have made it a reality - while keeping local. The ASAE futures work identified this years ago - Glocal. It's still relevant.
Posted by: Gary Arcus | July 10, 2006 9:37 PM
I agree that globalization poses tremendous opportunities. It is a transformation that has already begun. Our world will never be the same.
Question: where are the associations that are on the growing edge of globalization and how are they sharing their lessons and practices worth replicating?
Other countries, including China, have a very different view of professional associations. Their cultures are vastly different from our own. The impact on business models is transformative. Many of the ways that we associations do business in the US are not sustainable in a single other country, let alone on a global scale.
There are associations that are successful in penetrating the larger world market. Are there resources for those who want to learn? Suppose an exec is not afraid, but instead hungry for examples of what is working. Are there places where leading organizations are pooling their experience, comparing notes, publishing their know-how and experience? All resources appreciated.
Posted by: Seth Kahan | July 11, 2006 12:17 PM
A key issue from my point of view is for North-American groups to look for opportunities collectively if companies don't want to do it individually. Member companies can be major players in producing internationally, but still need the services of associations, as well as the interaction with smaller, nimble companies; mistakes like Amazon made should be avoided by using the global+local concepts. As an association executive, I can increasingly rely on colleagues in associations in different parts of the world. As I am working for a global association management company, my teams in several cities can also obtain and share knowledge across industries and professions, for example in associations ranging from epilepsy neurologists in 140 countries to exhibition logistics companies in 50 countries around the world at fingertips (keyboard !). And, being European, I am fortunate to experience different cultures, languages and business approaches since day 1 (globalisation - read Friedman, but on a regional base). Finally, I'm off next week to Atlanta for a leadership conference of Kellen's employees, enhancing our knowledge by training, sharing and getting to know each other. For each of you in the assn exec community: let's exchange: ASAE&theCenter is a great place to be, hope to see many of you in August in Boston, Alfons Westgeest, managing partner, Kellen Europe, Brussels.
Posted by: Alfons Westgeest | July 12, 2006 5:40 PM