A Competitive Self-Analysis

Case Study 1: Conference De-Mystifying Global Growth

Even in an age when "globalization," is taken for granted, how to expand can still seem a mystery - particularly for organizations with annual revenues of 3 million to 300 million (US Dollars).  For an association of small and medium-size enterprises (SMEs) in the southeast U.S., principal Patricia Shafer completed an analysis showing that members lagged competitors entering multinational markets. She also showed how the fragmented approaches of the association, universities and public organizations were hampering abilities to support SME growth for the region. With principals Mick Yates and Martin Thomas, she designed an innovative conference that:

• targets SME attendees
• brings local exporting education providers together for the first time
• provides a strategic framework for SMEs defining product and market strategies
• offers "consulting surgery" with hands-on, practical advice
• presents case studies from successful multinational SMEs;
• incorporates learning options on cultural awareness and export strategies

Results include: enhancing the association’s image as a quality education provider to SMEs; progress de-mystifying "growing-global"; creating a foundation for improving SME growth in the region.