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9. Success story: Global advantage

Many U.S.-based companies that try to take their businesses into international markets don't get thingsright on the first try.
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Written by Nora Isaacs on
Asera Many U.S.-based companies that try to take their businesses into international markets don't get things right on the first try. Asera, a business-to-business e-commerce service that helps companies with Web-based order processing and marketing, wanted to hit the ground running. President and CEO Warren Weiss chose McKinsey & Co. because of its global reach and high-level contacts. He wanted someone to take care of hiring, staffing, and finding Asera's first customers in the United Kingdom and Germany. After establishing a satisfying equity-pay plan, five McKinsey consultants went to work.

Payoff: Drawing on its stash of global employees, consultants familiar with local economies quickly ramped up Asera's international business - and with highly qualified people - so there was less risk to the growing company.


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