Global Engagement: Fail Fast and Fail Often
Track: Business of Certification
Stakeholders around the globe are increasingly turning to U.S. associations and professional societies to share their credentials, best practices and technologies for setting standards and developing a workforce. The opportunities seem endless and revenue projections often look promising. But taking lead in a foreign market can jeopardize your organization’s brand and intellectual property (IP). What should a credentialing organization do to create a sustainable foreign presence and simultaneously satisfy budget expectations back home? This session examines credentialing and brand security, legal issues and best practices to help guide leadership through the challenges and pitfalls of expanding their organization’s brand in foreign markets.