A globalization strategy of engagement.

The hallmarks of the Project Management Institute, Newtown Square, Pennsylvania--that is, its certification, standards, and professional development programs--have presented unique challenges as the organization has focused on developing its markets outside of North America. PMI has largely overcome those challenges by working with contacts overseas and taking its products and services directly to localities. PMI's experience underscores the importance of forging local ties when undertaking international initiatives.

CHAPTERS

One of the keys to PMI's success in adapting to a global marketplace is the establishment of international chapters. Local chapters help to spread the word about an organization and assist in advancing its products and services as well as the profession it serves. Chapters advance PMI's mission and objectives by promoting project management professionalism within local businesses, universities, and professional organizations. Further, chapter activities, meetings, and educational programs enhance project management professionalism.

PMI chapters also provide a way for the organization to learn more about different communities and regions so that it can tailor products and services to their needs. Today, PMI's chapter network includes 200 chartered organizations and approximately 55 potential chapters in more than 65 countries.

Chapters administer PMI's globally accepted and recognized professional certification program, which maintains ISO 9001 certification in Quality Management Systems. Through their marketing and awareness efforts, PMI chapters and other international components are largely responsible for this global acceptance. Finally, chapters also provide preparatory training for the exam.

COOPERATIVE PARTNERS

As the certification program has expanded overseas, PMI has required additional support beyond that provided by chapters, particularly in making its examination accessible to candidates in certain geographical areas. As the program grew, some chapters were too young to provide the needed support to administer the exam, while some areas that needed access to the exam lacked local chapters altogether. PMI responded to the need by partnering with independent project management associations in Europe and parts of Asia to provide access to the examination. PMI provided proctors and examinations, and the national associations provided the testing sites. In addition to the chapters, PMI's national association partners as well as private training organizations supported preparatory training and promotion for the program.

The implementation of computer-based testing in 2000 reduced the need for physical testing sites. Electronic examinations increased access to the tests, generating even greater interest in the certification.

LOCALIZED ACCESS

Reaching out to the global community is not always easy when members outside of North America must travel long distances to attend important professional events. Following are some ways PMI has gotten its offerings closer to local markets:

Seminars. In an effort to bring the project management training needed to support all of its products and services (such as certification), PMI has been expanding its SeminarsWorld program, which includes both personalized and group learning opportunities in a broad range of project management topics. Since 1999, PMI has offered courses in Australia, England, Italy, Mexico, Singapore, and Sweden.

Major meetings. In 2000, PMI began to explore the possibility of replacing its major North American Symposium with four annual regional congresses. With involvement from various stakeholders--such as PMI component organizations, trainers, and exhibitors--a regional congress modal evolved, allowing for more localized programming in addition to making it easier for participants to attend.

PMI held its first of these events, Global Congress--Europe, in May 2003, which had more than 550 attendees and received overwhelming support from all of PMI's affiliated groups. With this new model, regional thought leaders work in partnership with PMI to develop the educational program and ensure an appropriate regional flavor and focus for the event. PMI solicits the local memberships for subject matter experts to help evaluate proposals, and local memberships can also can endorse papers that they feel are leading edge within their specific areas of focus.

A similar partnership proposal is now under development with PMI's chapters in Latin America. PMI is also investigating opportunities to develop an Asian congress in cooperation with its chapters for possible introduction in 2005.

Localized customer service. On June 16, 2003, PMI opened its first regional hub--the PMI Regional Service Centre for Europe, Middle East, and Africa--in Brussels. The hub plays a major role in ensuring that PMI provides customer support for its members, customers, and stakeholders. That support is being provided in many of the languages spoken in the region.

The service centre is also helping PMI to build awareness of project management in the region through relationships with employers, other project management associations and professional societies, colleges and universities, trainers, and consultants. The service centre is intended to build confidence among our members and stakeholders that we are available to meet their needs--in their language and in accordance with their schedules.

In its recent efforts to bring its products and services to a global marketplace, PMI has found that to sustain and grow relationships, the organization must be flexible enough to revisit policies, procedures, and requirements. What works in one environment may create unique challenges in other settings. Learning from these challenges is what helps an organization advance. Knowing that one size doesn't fit all is an important lesson that every global organization must learn.

Greg Balestrero is CEO, Project Management Institute, Newtown

Square, Pennsylvania. E-mail: [e-mail].