“When it comes to going global, US associations make a lot of US-centric mistakes,” says Mark Athitakis.
They have ideas about membership, meetings, partnerships, marketing, etc. which make perfect sense in America but may not apply in different countries and regions. And as diversity, equity, and inclusion (DEI) becomes a norm in organizations, it can become another source of potential friction.
If one is on the early path of globalization, Athitakis recommends practice cultural humility. You must first recognize that any global effort must be based on understanding not only the strategic role that a new country or region might play in its efforts, but also the inherent cultural differences.