Breathe their air

Social Technologies is trying to do some of what we looked at last year with CultureVenture.

An interesting new report from Ernst & Young found that there continues to be enormous enthusiasm among investment firms around the world for initiatives and investments in the BRIC markets, “but that only about 29% of deals are completed because executives are not visiting the countries and learning about the local cultures,” according to a recent article in the New Yorker.

We urge our clients to educate themselves about and immerse themselves in the markets they are trying to understand. To help with this, Social Technologies will host a series of Futures Expeditions to Brazil, Russia, India, and China over the next two years.

They’ve taken a bigger risk by committing to the research before they’ve got the clients signed up, but they are also offering a one-size fits all solution. I am sure there will be learning, but I’d still prefer to offer (and participate in) a custom venture.


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