Thai Son Nguyen, the founder of SmartOSC, has dedicated the last 18 years to building a leading digital transformation and e-commerce service provider. With the increasingly connected nature of the world, e-commerce companies have the opportunity to expand globally and reach customers anywhere. However, operating in multiple markets poses challenges, especially in finding the balance between adapting to local cultures while maintaining brand consistency.
Companies that treat every market the same risk failing to connect with their target audience, while compromising core principles to do business in new locations can diminish brand value. The key to success lies in finding a balance, as Siew Ting Foo from HP emphasizes the importance of consistency in building great brands. Local empowerment is essential in achieving this balance, allowing local teams to make decisions that will lead to business success in different markets.
Local empowerment means empowering local actors to make decisions for the business to thrive in new markets, without compromising the brand’s identity. By building credibility with local stakeholders, companies can navigate regulations and customs effectively. For example, when a fictional American software company establishes a presence in Vietnam, they must adapt to local practices such as building relationships through introductions and gift-giving, while upholding core brand values like integrity.
With so much competition in the global market, local empowerment can help businesses stand out in a “sea of sameness.” Each office operating in different markets must adapt to local needs while upholding the core brand. Thai Son Nguyen’s experience operating in 11 countries has taught him the importance of empowering local teams to align with market needs effectively and efficiently, ultimately leading to business growth and expansion.
Local empowerment not only makes business sense but also provides employees with a greater sense of ownership and responsibility, essential for successful expansion. By allowing local teams to make decisions based on their market’s needs, companies can improve cost-effectiveness and speed in operations. This approach encourages employees to take ownership of their roles and contribute to the company’s overall success, freeing up executives like Thai Son Nguyen to focus on strategic growth initiatives.
