Take Your Company Global - Kelly, Nataly
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"If you're on the internet, you're global-HubSpot executive Nataly Kelly offers an innovative data-driven model for profitably expanding the international presence you already have. Companies looking to expand used to think about "entering international markets," but today you're global from the moment you create a website. Nataly Kelly, VP of Localization at Hubspot (which operates in more than 120 countries) says now the goal should be market intensification-building on the presence you already have. Kelly's MARACA model enables companies to distill the mass amounts of data available to…mehr

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Produktbeschreibung
"If you're on the internet, you're global-HubSpot executive Nataly Kelly offers an innovative data-driven model for profitably expanding the international presence you already have. Companies looking to expand used to think about "entering international markets," but today you're global from the moment you create a website. Nataly Kelly, VP of Localization at Hubspot (which operates in more than 120 countries) says now the goal should be market intensification-building on the presence you already have. Kelly's MARACA model enables companies to distill the mass amounts of data available to determine if, how, and where they should expand by looking at three key areas of measurement: MA: market availability-the size of the market opportunity within a given country; RA: real-time analytics-data indicating how your company is currently performing in that market; CA: customer addressability-the measure of your company's ability to address the market, no matter its size. The book is based on Kelly's experiences with building a global business both at HubSpot and as a consultant, but also contains numerous examples from successful global companies of various sizes, such as Airbnb, Canva, Dashlane, GoStudent, Facebook, LinkedIn, Lottie Dolls, Netflix, Revolut, Teamwork, and Zoom. Including information on building a globally minded corporate culture, this is a complete strategic guide to discovering international growth opportunities"--
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Autorenporträt
Nataly Kelly is chief growth officer at Rebrandly, a global tech company with customers in more than 100 countries, and former vice president of international operations and strategy at HubSpot. She contributes regularly to Harvard Business Review and is an adjunct professor at the Middlebury Institute of International Studies at Monterey. Connect with her at borntobeglobal.com.