blog

First e-Business Steps When Going Global

By Rubesh Jacobs

Prevailing trends in the asset management industry indicate that if you are not a global asset manager already, the chances are you will be one within the next few years. If you are, then you are fully aware of the challenges that localization, local regulations, local leadership demands, and team cohesiveness pose.

Our work with multinational asset manager suggests that once asset managers become multinational companies, the e-Business organizations are unsure about what the first post-merger integration steps ought to be.
Heads of e-Business should consider the following critical initial steps:

1. Introduce yourself to the new global family: There will no doubt be countless executives crisscrossing the globe as they scramble to build relationships; develop a firm understanding about their new customers, distribution channels, and products; and regulatory requirements. Join the fun!
2. Set-up a Global e-Business Committee: At the outset, it is not only critical to establish who and how decisions will be made, but also how foreign teams will contribute and be a part of the process going forward. To this end, we recommend forming a Global e-Business Committee chaired by a Head of e-Business. Although their composition and role will certainly evolve as the new organization defines itself, at least in the beginning, the committee should primarily focus on establishing the tactical 3-month, 6-month, and 12-month plans, prioritization, and resource allocation. Ideally, the team should typically comprise the head of marketing/branding, head of post merger integration, head of IT, counterpart heads of e-Business counterparts, and heads of large or otherwise significant foreign markets.
3. Centralize management of all Web sites: While the initial decisions about branding, distribution, and products evolve over the first year, projecting a consistent and global image and sharing thought leadership capabilities are better accomplished through centralization.

• Establish a clear reporting structure, roles, and accountabilities. An imperative new role is that of e-Business Program Manager to oversee the post-merger integration of e-Business organization, technology, and processes. Prior experience working across multinational divisions and program management are a must.


• This can change as the PMI effort evolves and strategy becomes clearer. But at least for the first year, centralize. All BIG decisions will be approved by the e-Business committee.


• Drive scalability and consistency in international Web sites by using standard templates. For the most part the templates will contain common global content, but can also be reconfigured to fit the unique local conditions.