Cesse 2012 Management Institute Nikki Walker - Opportunities & Challenges

OPPORTUNITIESGLOBAL ECONOMIC & BUSINESS TRENDS

CESSE Management Institute

Opportunities for Growth

Collaboration, partnerships, alliances/JVs

Growth in international

journal contribution vs membership

Demand for products:

education & training

Untapped markets need

servicing

Selling products in

new markets

Sharing data, knowledge &

resources

Challenges to Growth

Global presence or

internationally accessible?

Choosing where & with whom to work

Lack of local (non US)

expertise & experience

Communications, languages,

local relevance/

culture/perceptions

International investment vs

domestic market

Start up/ROI?

Local pricing strategy & subsidies

Lack of value to attract demand

IP/copyright infringement

Current products vs customized?

4

44%Grow rev-

enues/member-

ship by access

new mar-kets

17%Potential for training/

education

17%Exchange informa-tion/re-search/

collabora-tion

10%Global role

explore new sec-

tors

12%Other

North American Associations- July 2011

Growth and sustainability

European Associations- December 2010

Global business/economic trends

Power shift from West to East Global skills shortage Changing demographics Frugal innovation

? Implications for your association

6

Power shift from West to East US, EU & Japan losing world dominance to emerging giants

– eg China, India, Brazil, all Asia Downturn brief in Asia: record/continued growth; consumer

demand high Bulk of future global growth will be from emerging markets

(#1 China; #2 India)

7

Implications

Asia = key growth opportunity. Do you understand it? How will it change your association?

Associations - not understood as in West (don’t lead with membership)

Individuals don’t make training decisions – expect corporate management to (hierarchical, traditional)

Certification/certificates highly “sought” after – fast track

Truly global?? More share>>>>more demand for regional leadership/governance role

Global skills shortage72% of CEOs state that EDUCATION is the most critical factor to ensure future success of their

businessUnited Nations Global Compact CEO Survey 2010

9

Implications

Importance of training & education

Who should you talk to? Corporations vs individuals

Products vs membership

Globally accepted standards/certification – competitive advantage

Right format for right audience

10

Growth of Middle Class > 50% of world’s population

Massive fluctuation in old & young generations

Mounting pressure on working age “sandwich” generation

Changing global demographics

11

Implications

Demand for training & education

Certification as key to career advancement/salary increase

Know your market: aging or massive youth influx

Changing urban landscape, population tsunami

Communications & learning format

12

#3: Commercialization of Innovation

New innovative product design strategy “frugal innovation” creating more locally relevant products aligned to special needs of developing world consumers

13

ImplicationsFrugal innovation concept key for product development

Buying power in emerging economies ≠ US

Local relevance of programs + packaging, delivery and pricing are KEY to success

Don’t expect fast track revenue generation from emerging markets

Particularly India, Brazil, China

Growing your global community

#cesse12

Understand the markets

Know their diverse needs

Understand their motivation/perceptions

Understand who are the customers/how they perceive value

Customize/be relevant to your target audience – one size does not fit all

Appropriate packaging & pricing is crucial

Products, programs in right format: online learning vs F2F; webinar at 03:00????