IDG: Communicating Across Cultures Is Key
International Data Group (IDG) was founded in 1964 by Patrick McGovern. Currently, more than 100 million people in 85 countries read IDG's publications, which include more than 300 newspapers and magazines internationally, such as Computerworld, InfoWorld, Network World, PC World, Macworld, and the CIO global publishing product lines. A true visionary in the information technology (IT) field, McGovern is now chairman of the board of Boston-based IDG. However, it is clear that his vision is still driving the firm:
The Information technology market looks dramatically different today [in 2006] than it did when we started IDG in 1964. At that time, the United States accounted for nearly 80 percent of all IT spending. Today, with globalization accelerating, it accounts for 35 percent. For more than 40 years, IDG has maintained and reinforced our commitment to identify and expand into new growth markets. The result is the most dynamic, most trusted worldwide family of publications, websites, research services, and events in the industry. Technology buyers throughout the world depend on IDG's timely and trusted information resources. We've taken the lead in the largest and fastest growing markets to create globally branded product lines that reach more than 120 million buyers in 85 countries representing 95 percent of worldwide IT spending.
IDG has been ranked by Fortune magazine as one of the "100 Best Companies to Work For" for the last several years. The magazine noted IDG's decentralized management style as a particularly impressive feature that made it a favored company for employees. "We have focused on building an organization that is a rewarding place to work and that meets customer requirements. . . . IDG operates via the corporate values of respect and dignity for each individual. . . . [W]e invest in our people, foster an action-oriented ‘let's try it attitude,' and keep responsive to the marketplace," said Patrick McGovern.
This responsiveness to the global marketplace is impressive as well. In addition to newspaper and magazine publishing, IDG also produces more than 170 events in about 40 countries. It has a comprehensive portfolio of technology-focused trade shows, conferences, and events. IDG prides itself on being the premier global provider of market intelligence, advisory services, and events for the IT industries; over 775 IDG analysts in 50 countries provide global, regional, and local expertise on IT. IDG's online presence includes 400 websites in over 80 countries; these are supported by a network of more than 2,000 journalists. IDG values proper communication around the world and thrives on communicating effectively with all its target markets in 85 countries. Managers stress the importance of proper communication, including proper translation from the home language to the preferred foreign language.
At the same time, they know the value of English as the preferred business language around the world. Patrick McGovern's founding vision for IDG is to "improve the lives of people worldwide by providing information on information technology that could make them more productive in their jobs and happier in their
lives." Given the focus on information, clear communication is perhaps the most crucial aspect of IDG regardless of which product line is the focus. IDG is responsive locally while taking advantage of global operations. Specifically, IDG employs local nationals on its editorial staff to report on stories of particular interest to its local readers. And IDG has more than 100 individual business units, each operating with a high degree of decentralized authority and autonomy (which also was noted by Fortune as a key aspect of why IDG is such an admired firm).
At the same time, the IDG News Service, an internal newswire, links more than a thousand IDG editors and journalists. They distribute news, features, commentary, and other editorial resources, which enables IDG publications to supplement local coverage with articles of a global nature. IDG is a part of the lives of a large number of people, many of whom do not know their involvement with the firm's products. As long as IDG provides proper communication that carries internationally, we will continue to buy their products and receive great value in return.
Questions for Discussion
1. How has IDG developed a successful international marketing strategy?
2. What can other firms learn from its attention to communication style internationally?
3. Do you think IDG's global marketing strategy meets the requirements of the concept of globalization as described in this chapter?