Specifically, editor Taren Grom asked “As the life-sciences world continues to expand beyond traditional borders, all stakeholders will need to adopt processes to do business differently. What are the biggest challenges to working in a global environment?”
Here’s my reply:
The main issue is confidence.
Based on our experience with clients in the US, Europe, and Asia – as well as partner agencies in Istanbul, Turkey and Mumbai, India – we see tremendous positive growth. And because of this, the teams we work with are taking actions to take advantage of the opportunities.
Three aspects of a lack of confidence however, could limit us -- transparency, risk aversion and creative bias. Therefore, working across borders and corporate entities requires –
1. Communication and trust in setting goals,
2. Energy and guts to try new ways,
3. Openness to explore branding commonalities that still embraces cultural differences.
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