Before expanding into international markets, it’s recommended organizations perform a global readiness assessment to determine if their offerings will appeal overseas. A basic assessment can be done using the 5As Test for Global Appeal developed by CultureWiz to learn beforehand what adjustments may be needed to limit costly surprises down the road.
The test can help assess an organization’s products, services, programs, and all related communications and marketing to determine their suitability for foreign audiences. The assessment analyzes Applicability, Accessibility, Acceptability, Affordability, and Adaptability. If one of these criteria rates low, organizations need to rethink their approach before launching to international markets.
Here’s an overview of the process and test:
Research the following in your target market(s):
· Cultural norms, customs, and traditions
· Time-zone
· Currency
· Language(s)
· GDP
· Payment methods
· Average salaries
· Popular social media/platforms
· Relevant laws and regulations
· Local standards
Applicability
The first test is to check whether the product, service, or program is applicable to audiences in other countries. Does the content apply? Is it relevant? Do laws permit it? Are the customs in the country open to it? For example, an app that involves betting won’t be permitted where gambling is illegal. Or guidance specific to Title VII of the Civil Rights Act won’t be applicable outside the United States. The applicability test considers laws, customs, and traditions in other countries when deciding what products and services to select and where to expand.
Accessibility
The second global appeals test is to check whether the product or service is accessible in other countries. Accessibility must consider geographic distance for things like shipping and in-person events, or time zones for virtual live services such as a conference or webcast. While virtual tools open many borders, there are some restrictions. It’s important to research the availability in some countries of internet bandwidth, software licenses, and access to any of the platforms used. For example, not all countries can purchase books on Amazon, view videos on YouTube, or access Facebook. Even payment methods have accessibility components, as options such as Venmo and PayPal aren’t universal.
Acceptability
The next test is whether the product or service is acceptable from a cultural standpoint. Are there any values or social norms that would make it inappropriate or culturally offensive? This means reviewing not only the product but also the marketing and imagery linked to it. Many companies learn this too late. For example, Nike had to pull thousands of sneakers from the Middle East market because the logo featured on the shoe’s sole resembled Allah (God) written in Arabic, something highly offensive to Muslims. Acceptability is an often-missed aspect that can create tremendous costs and lasting reputational damage when left unchecked.
Affordability
A product will not meet the global appeals test unless the price point is considered affordable in target countries. Keep in mind that purchasing power is greatly affected by where people live and work. For example, while the price of a webcast could equate to the cost of a business lunch in Germany, it could represent a week’s salary to a person in Brazil. Affordability is also affected by foreign exchange rates and currency fluctuations.
Adaptability
The ultimate test of global appeal is whether a product or service is suitable for adaptation. For example, translation and localization are common forms of adaptation to a foreign market.
Common impediments to translation include unsuitable format, length, availability of source material, and frequent updates. As a result, any attempt to translate will be an overly complicated and costly undertaking thereby causing a low adaptability rating. For example, while it could make sense to translate an established publication to penetrate foreign markets, it would be much harder to translate an online training course that involves a lot of graphics, animation, video, and audio. Translations of a lengthy textbook can be time consuming, and risk being outdated by the time a new edition is published.
Localization may involve taking into account different norms and requirements, such as business practices, climate, wattage, measurements, holidays, and so forth. For example, a marketing campaign featuring photos of people may need adaptation to depict local cultures. And an online course offered Monday to Friday in the U.S. would need to be switched to Sunday-Thursday in Muslim cultures, where Friday prayers are sacred.
In Conclusion
Ultimately, it’s best to consider all aspects of applicability, accessibility, acceptability, affordability and adaptability before developing and launching a product, service or program in another country. Doing a thorough global readiness assessment using the 5As Test for Global Appeal helps avoid unnecessary risks, costs, delays, and overall surprises before expanding to international markets.
Information to conduct a global readiness assessment and the 5As Test for Global Appeal is available from CultureWiz at CultureWiz@yahoo.com
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