Case Study $-$ Chapter $7-$ Allstar Africa Expansion

Seven Tudes Framework $1$

The Seven Tudes model is designed as an assessment tool to help organizations determine their internal readiness for an international initiative. Stakeholders with new foreign market expansion experience in the firm share their interpretation of past ventures to create the assessment. Stakeholders answer $28$ survey questions across $7$ categories to uncover possible pitfalls and preparedness shortcomings. The survey tool and model were developed based on the results of research of over $301$ global business practitioners who had been involved with or led foreign market expansion initiatives.

The areas identified are grouped into seven categories, known as the $$Seven Tudes.$$ Each of the Seven Tudes can impact the success of new international expansions and therefore needs to be addressed carefully before embarking on new global ventures. A brief definition of each of the Seven Tudes is provided below:

Attitude$$the priority a company or division places on global business expansion

Aptitude$$the right experiential resources $($knowledge and skills$)$ to succeed abroad

Magnitude$$the ability to align the scale and scope of the overseas opportunity with the company$$s goals and capabilities

Latitude$$the willingness to adapt company policies and practices to the international opportunity

Rectitude$$legal and ethical practices that allow for market success while maintaining corporate compliance

Exactitude$$a corporate culture that tolerates financial ambiguity and uncertainty both with and without $$the numbers$$

Fortitude$$corporate commitment to global initiatives in general, even in the face of setbacks