International Business Opportunities

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• International Business Opportunities
• Paul Coyne, New Products Development Manager
• Emerald Group Publishing Limited

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In the next 20 minutes or so...

• A little bit about Emerald, a Medium sized
  business
• Emerald InTouch, a small business
• International Market development strategies
• The UKTI, Emerald and Online Educa with the BILD
• A final thought
• Questions?

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About Emerald Group Publishing Limited

• Established in 1967 out of the Bradford School of
  Management.
• The world's leading publisher of management
  research.
• Publish 200 journal titles including Management
  Decision, European Journal of Marketing, and
  Journal of Work Based Learning.
• 200 Employees, Turnover of over 23 Million in
  2007

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About Emerald Group Publishing Limited

• Over 1600 university libraries world-wide
  subscribe to Emerald Journal collections
• Downloads of articles or 2007 set to pass 2m per
  month average
• Over 2000 items added to the databases each month

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About Emerald Group Publishing Limited
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About Emerald Group Publishing Limited

• So, how can EGPL benefit from UKTI assistance?
• Already international
• Too big and established for many of the grants

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Emerald inTouchhttp//intouch.emeraldinsight.com

• Our online space for learners, researchers and
  professionals
• Enables users to create and join Communities of
  Practice, engage in reflective learning and
  collaborate with their peers online in a secure
  way.

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Emerald inTouchhttp//intouch.emeraldinsight.com
Emerald InTouch was perceived by the business to
be a disruptive technology see Clayton
Christensen
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Emerald inTouchhttp//intouch.emeraldinsight.com

• Effectively a start-up business within Emerald
• Mandated to develop domestically and
  internationally
• However, unproven and unknown so limited
  resources and budgets impose certain constraints
  on our capabilities
• How are we to achieve our goals?

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Market Strategies.The Learning Organisation

• The Learning Organisation
• Learning organisations discover what is effective
  by reframing their own experiences and learning
  from that process. They are self aware,
  introspective organisations that constantly scan
  their environments (McGill and Slocum 1993).
• Porter (1990) suggests that learning about the
  markets mostly takes place at Home
• Kindleberger reminds us of the increasing costs
  of doing business at distance

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Market Strategies.The Learning Organisation

• However, Amsden and Lessard (1996) demonstrate
  the contrasting success between companies
  entering international markets ad-hoc, as sales
  opportunities present themselves and those who
  adopt a more market driven and strategic approach
• Our market driven strategy adopted a learning
  organisation structure to develop the InTouch
  proposition domestically and internationally

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Market Strategies.Foreign Market Entry

• The Profitability Gap For most businesses,
  international profits have lagged home profits
  for last 3 decades (Ghemewat and Ghandar)
• Why?
• Sales Driven and Ad-hoc
• Not Market driven poor understanding of needs
  of international customers
• Poor performance after initial sales success

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Market Strategies.Foreign Market Entry

• However research shows that businesses with
• Multi-lateral connections within host country
• more than just a sales opportunity
• Similar business
• Trade groups and blocs
• access to Home country resources and expertise
• Embassies and lobby groups
• Good host country market information and research
• Possess resilience and are more likely to
• succeed in the long term

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Market Strategies.Foreign Market Entry and UKTI

• UKTI helped EGPL understand better the
  opportunities available to us in overseas markets
  and provided us with great learning opportunities
  to improve and refine the product.
• How?

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Online Educa, Berlin 2007

• Biggest e-Learning conference in Europe (and the
  world?)
• Presence organised by the BILD
• Emerald in attendance with other BILD members
• Objectives
• Learn about the competition
• Learn about the international market
• Raise awareness of our own service
• Make good, high value connections in overseas
  markets

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Online Educa, Berlin 2007

• In brief? A great success
• Objectives Achieved
• See what the competition was upto - TICK
• Learn about the international space - TICK
• Raise awareness of our own service - TICK
• Make good, high value connections in overseas
  markets - TICK

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Online Educa, Berlin 2007

• How?
• UKTI arranged very high profile networking events
  with consulate level support.
• All day briefing sessions with UK Embassy trade
  officers from around Europe
• Very professional support removes senses of
  isolation in overseas exhibitions very
  important!

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Online Educa, Berlin 2007

• How?
• Pre-Departure meetings with UKTI (Nev Breedon)
• Illustrated ways in which the cost might be
  recouped
• Highlighted ways in which the event might be made
  more successful (strategic advice) good fis
  with Learning Organisation Strategy for Foreign
  Market Entry
• UKTI Website
• Very useful first step in learning about the
  potential of our target markets and basis for
  PEST analysis
• Commissioned OMIS Reports
• Specifically, distance education and elearning in
  EU, UAE, India and China
• Colleagues continue to use OMIS and the UKTI site
  as a pre-amble to further development in overseas
  territories

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Conclusions

• UKTI (and BILD!) have played an important part in
  the strategic implementation of a Foreign Market
  Entry Strategy for InTouch
• If considering overseas developments and entering
  International markets remember the profitability
  gap!
• Be market driven, not Ad hoc
• UKTI can help you with country marketing data,
  connections and resources... ...IF YOU HAVE A
  STRATEGY!

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Thank you for your time any questions?