The Globe and Mail offers the most authoritative news in Canada, featuring national and international news
Cathy Thorpe, CEO of home care provider Nurse Next Door, is planning to expand the Vancouver-based business to Europe. Every market has a unique set of expectations, she says: 'You can’t just say, ‘that works in Canada, so we’re going to do it here.’ 'Vancouver-based home care provider Nurse Next Door boasts franchise locations across Canada, the U.S., Australia and the U.K.
While the need for companionship, physical support and emotional well-being is universal, Ms. Thorpe says every market has a unique set of expectations, needs and approaches to aging based on its cultural and political frameworks. “You can’t just say, ‘that works in Canada, so we’re going to do it here,’” she says. “We’ve had to really adapt our operations in each country.”
Finding the right balance between adapting to a new market’s unique features while maintaining brand consistency is a common challenge for businesses that expand globally, says Anthony Goerzen, a professor of international business at Smith School of Business at Queen’s University. “The key issue for the brand is to enable local adaptation to the extent that the firm’s key core resources and capabilities can support it and create value; and, at the same time, do so without hurting the brand identity in its established markets,” he says.
“You need to know that the factors that made you successful here in Canada will also hold true where you’re looking to export,” adds Karen Greve Young, CEO of Futurpreneur, a national non-profit that provides loans and mentorship to young entrepreneurs. She explains that businesses looking to expand abroad need to evaluate the specific factors that led to their success at home and consider whether they remain applicable elsewhere.
Canada Latest News, Canada Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
RBC analyst picks top TSX stocks by value, growth and price momentumDaily roundup of research and analysis from The Globe and Mail’s market strategist Scott Barlow
Read more »
Meta's Facebook, Instagram down for hundreds of thousands of users across globeMeta-owned social media platforms Facebook and Instagram were down for hundreds of thousands of users on Tuesday in a global outage that has been going on for more than an hour.
Read more »
Sex, shoot-outs and steroids: Kristen Stewart and Rose Glass break down their grimy romance Love Lies BleedingThe Globe and Mail spoke to Glass and Stewart about sex, death and muscles and the darkly comic new film
Read more »
From prison, Navalny ally Ilya Yashin accuses Putin of murder, vows to fight onIn a letter to The Globe and Mail sent from a Russian penal colony, Mr. Yashin compared Vladimir Putin’s regime to a ‘Mafia’ organization
Read more »
Meet the queens of the Gilded Age who pioneered women’s journalism in CanadaKit Coleman, Sara Jeannette Duncan and Faith Fenton challenged traditional gender roles at the newspapers that would evolve into The Globe and Mail
Read more »
Canadians can help rebuild Chile’s Patagonian Hiking trailThe style news and trends on the radar of The Globe’s Lifestyle desk this week
Read more »