Thai Son Nguyen has built SmartOSC, a digital transformation and e-commerce service provider, over the past 18 years. As the world becomes increasingly interconnected, e-commerce companies have the opportunity to operate globally. However, expanding across different markets presents challenges in adapting to local contexts while maintaining brand consistency.
Finding the right balance is crucial for companies entering new markets. Global head of brand and insights at HP, Siew Ting Foo, emphasizes the importance of consistency in building great brands. Local empowerment is key to achieving this balance, allowing teams in new markets to make decisions that cater to local needs while maintaining the brand’s identity.
In the case of expanding a business into Vietnam, understanding and adapting to local practices is essential. For example, a company known for integrity may need to adjust its lead generation tactics to accommodate the Vietnamese emphasis on personal relationships. Similarly, gift-giving is a common practice in Vietnamese business culture, but companies must be careful not to compromise their core values.
Implementing local empowerment strategies can help businesses stand out in a competitive market. With operations in 11 countries, Thai Son Nguyen has learned the importance of allowing each office to adapt to its specific market while maintaining the core brand values. This approach ensures cost-effectiveness, speed, and employee ownership, which are crucial for successful expansion.
By empowering local teams to make decisions based on market needs, companies can effectively navigate the challenges of operating in multiple markets. This approach not only helps businesses differentiate themselves in a crowded marketplace but also fosters a sense of ownership among employees. Ultimately, local empowerment is essential for businesses looking to expand globally while maintaining their brand integrity and relevance in different markets.
