For example, when I work with a small start-up company, their problems often revolve around coordinating engineering, marketing, and distribution. Asking the CEO of such a firm to concentrate on opening offices in Europe may be pointless, because the company has not yet mastered the basics of “flying” the business. Once the firm stands firmly on that rung, it can move abroad and develop international operations. But, in turn, asking that newly international firm to move knowledge and skills around the world, as does a global veteran such as Procter & Gamble, may also be pointless. It must
...more
