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Take Your Company Global: The New Rules Of International Expansion,New
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If you're on the internet, you're already global. Now, get access to an innovative datadriven model for profitably expanding the international presence you already have.Companies looking to expand used to think about entering international markets, but today you're global from the moment you create a website. Nataly Kelly, Chief Growth Officer at Rebrandly (a global tech company with customers in more than 100 countries) and former VP International Ops and Strategy at HubSpot, says now the goal should be market intensificationbuilding on the presence you already have.Kelly's MARACA model enables companies to distill the mass amounts of data available to determine if, how, and where they should expand by looking at three key areas of measurement:MA: market availabilitythe size of the market opportunity within a given countryRA: realtime analyticsdata indicating how your company is currently performing in that marketCA: customer addressabilitythe measure of your company's ability to address the market, no matter its sizeThe book is based on Kelly's experiences with building a global business both at HubSpot and as a consultant, but also contains numerous examples from successful global companies of various sizes, such as Airbnb, Canva, Dashlane, GoStudent, Facebook, LinkedIn, Lottie Dolls, Netflix, Revolut, Teamwork, and Zoom. Including information on building a globally minded corporate culture, this is a complete strategic guide to discovering international growth opportunities.
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