Episode 5

In Conversation With: Allyson Stewart-Allen: Foreign Fails Part 3

Published on: 27th October, 2023

Welcome to In Conversation With a new mini-series podcast from The Marketing Society. With Rachel Letham Head of Content and Communications, “in conversation with” Allyson Stewart-Allen, Marketing Society Member and CEO of International Marketing Partners, a consulting firm helping companies successfully internationalise. We will delve into both the global and local perspectives when it comes to branding.

We’ve seen over the years that one size does not fit all when going global. Companies often make incorrect assumptions that other markets are just like their home market. This can lead to expensive mistakes. 

In this episode (which you can watch here https://youtu.be/gpE3d3XxWZU)

When expanding internationally, critical factors include having an open mindset, actively seeking input from local teams, and thoroughly researching all aspects of the marketing mix - not just advertising but also product assortment, pricing, customer service policies etc. 

For marketing crises, businesses need to have a plan in place and be ready to act quickly. Admit mistakes openly, articulate action steps, and show contrition in a culturally appropriate way.

Upcoming projects for Allyson include speaking events and potentially returning to The Apprentice TV show. She aims to continue helping companies expand successfully internationally.

Biography: Allyson Stewart-Allen

Allyson Stewart-Allen is a renowned advisor, author, speaker, broadcaster and Non-Executive Director focused on helping leaders and their companies to successfully internationalise. You’ve probably seen or heard her on Sky News, BBC News, France 24, DW News, CNBC, LBC or watched one of her 5 seasons of The Apprentice – or maybe attended one of the many leadership courses she runs for Oxford University’s Said Business School.

Originally from Los Angeles and based in London for over 30 years, Allyson applies her extensive international consulting experience, MBA education with Dr. Peter Drucker and French and German languages to the company she founded, International Marketing Partners.

Having advised over 260 organisations across 27 countries, Allyson helps leaders successfully and profitably span international and functional boundaries. She is the creator of the LinkedIn learning course Leading International Growth, as well as author of both editions of the best-selling book Working with Americans.

Learn more from Allyson in The Marketing Society Insiders Programme where she is holding two powerhours covering this topic - find out more here

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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

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