Geography matters

With the growing globalization movement throughout business, I’ve heard a theme recently that it doesn’t really matter where your offices are.  They could be in India or China or Brazil and still service US customers.  While true, it misses the spirit of globalization.

Moving to lower costs can be a valid business move if there are additional goals and objectives behind it.  But simply moving for lower costs is a losing strategy.  The geographies you operate in become part of your competitive arsenal.  Having an office opens up a market, serves as marketing and establishes a point of reference for customers.  If you have no offices that customers can touch and feel they will have a harder time relating to your business and what you do.

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