The ASAE International Association Advisory Council kicked off the first quarter of 2024 with a World Café webinar, titled “Shifting International Growth From Ad Hoc to Strategic.” This session featured senior U.S. association executives who work with international markets and explored the factors that trigger associations to shift from an ad hoc to a more intentional approach for international growth.

Many of the executives offered examples of associations that decided to go global and what board conversations and research facilitated the process. The discussion highlighted the many opportunities and challenges that arise when associations think of expansion beyond their U.S. borders.

The panelists—including Jim Piechowski, senior director of global business development at HOCK International, Eryn Carter, executive director of the Association of Legal Administrators, and Jakub Konysz, founder and CEO of Global Navigators—emphasized the importance of understanding the motivations for global expansion, highlighting the necessity of aligning long-term organizational goals with strategic planning to guide the international growth effectively.

How To Consider Entering an International Market

Piechowski stressed the significance of firsthand experience and data-driven decision-making in global market entry. Drawing from his experiences in the Middle East and India, he mentioned the insights he gained from direct engagement with members and market assessments. Piechowski talked about how, guided by careful analysis done through a market assessment tool and informed decision-making processes, a strategic pivot toward India led to more business development opportunities.

In evaluating proposals for global expansion, the importance of strategic metrics and compliance considerations cannot be overstated. Piechowski used examples from his experience during the Institute of Management Accountants’ expansion into China, focusing on the need for alignment with established metrics and compliance with multiple regulations. The more an organization knows the why, the easier and more strategically the decisions are made.

How To Handle the Balance Between Opportunities for Expansion and Boards’ Concerns

Carter highlighted the external pressures that often move associations toward international expansion. She emphasized the delicate balance between capturing external opportunities and staying aligned with internal strategic objectives. “Strategic is more deliberate,” where the whole organization—the board of directors, staff, and even partners—is fully aligned with the decision to move toward emphasizing their global identity. Effective communication, both internally with colleagues and externally with board members, is essential for navigating these dynamics successfully.

Can International Expansion Occur Through Chapters?

When discussing the move into chapter models for international expansion, Carter and Piechowski underscored the need for chapters to contribute meaningfully to the organization’s overall development. Assessing chapter structures, support mechanisms, and legal implications are critical considerations.

Dorothy Deng, partner at the law firm Whiteford, Taylor & Preston LLP, provided valuable insights into compliance areas, such as tax, employment, privacy, and intellectual property. She highlighted the proactive measures necessary to address compliance and fraud management concerns effectively—e.g., legal consultation and partnerships with local organizations.

Sylvia Gonner, CAE, president and owner of CultureWiz, said, “You need to know where your competition is and create a unique value proposition … and you need to know where your competition is in order to position yourself in that market.” Additionally, she emphasized the role local partners and understanding competition play in strategic positioning and relationship-building, which are key to entering international markets.

In Conclusion

The World Café served as a beacon of light for associations navigating the complexities of global expansion. By advocating for strategic approaches grounded in data, open dialogue, and alignment with long-term organizational goals, panelists illuminated a path forward amid the opportunities and risks inherent in international growth. Through careful evaluation, communication, and collaboration, associations can chart a course toward sustainable global success.