As technology makes the world a smaller and more connected place, association leaders in the United States increasingly heed the call to expand to new international markets. Bearing in mind that many sectors and professions are going global exponentially, it becomes imperative for associations to offer international capabilities and incorporate a more global view in decision-making.
While associations may be nationally focused and still operate with success in foreign markets, many others struggle to break through in new markets. Therefore, it is the associations that have integrated international perspectives and committed to global operations the ones which are best positioned to grow globally and therefore successfully expand into new markets when opportunities arise.
In order to help leaders understand the challenges and requirements for going global, ASAE (American Society for Association Executives), with the support from MCI Group, commissioned a series of research projects to determine the state of success in the sector and identify the factors that lead to success.
These projects invited 100 international organisations to take the Global Maturity Assessment in order to understand their international maturity level.
Global maturity refers to the degree to which an association has aligned its mindset, strategy, and resources to ensure long-term success and sustainable growth internationally, within a spectrum ranging from absolutely no readiness to effective and mature.
In more detail, in order to understand global maturity and how it connects to associations’ success abroad, the overall project broke down association operations and strategic elements into seven assessable components:
- Strategic and business planning
- Management and organizational culture
- Leadership engagement
- Market insight
- Value proposition and engagement model
- Global organization, roles, and support
- Local operations and service delivery capacity
Not every association is at full maturity in every attribute, as each one of them has different priorities and missions, whereas few associations are fully mature across all seven sections. However, the research pointed to a number of key characteristics of mature associations across all seven component sections, as the ones which are most commonly pursued by associations at the mature stage.
Click here to download now the full thought leadership paper and get in-depth insights on the findings: Association Global Maturity: Critical Actions For Successful International Growth.
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