May 16, 2014
Being global just for the sake of being global is a very expensive exercise. While burgeoning international markets may sound appealing, not all international streets are paved with gold for many American associations. However, under the right circumstances, careful planning and strong decision making can lead to significant global gains.
Associations find a world of ways to profit overseas, posted by CEO Update, sheds light on some of the most successful globalization campaigns run by the world’s leading associations. One such example featured in the article is the Cruise Lines International Association (CLIA).
After taking over in 2011, president and CEO Christine Duffy partnered with Kellen Company to begin an overhaul of CLIA’s international expansion strategy. Up against them was CLIA’s fragmented industry representation with 11 major national or regional associations across the world. Drawing on 50 years of global consultancy experience, Kellen oversaw the reconfiguration of CLIA’s entire global governance structure, accompanied by a redraft of CLIA’s by-laws and the introduction of a new and improved dues structure. Now with a unified voice to represent the industry, CLIA was able to increase its revenue from $14 million to $21 million in the space of two years.
Duffy’s lesson: “We had to create a global organization separate from North America—that distinction was important. Now that we are a global association, pulling in all those dues around the world, we’ll probably be closer to $28 million in 2014.”
Duffy will be joining a panel of experts this June to discuss her experiences and lessons learned, alongside other economic, social, political and technological issues impacting the future of associations. Associations: 2020 and Beyond will take place on Friday June 20 in New York City. Don’t miss this rare opportunity to ask questions and learn from the experience of Christine and other association executives.
Read the full article on CEO Update here.