Is Leading with Membership the Right Strategy for New Markets?
Membership in an association is not really one thing but is actually a bundle of many different services and benefits. Membership benefits are difficult to deliver if you do not have critical mass in a particular country or region. Membership dues for professional associations (individual members) sometimes do not even cover the direct cost of serving members, especially internationally. Therefore, associations need to think carefully if leading with membership is the best option, or if they may have other products and services that would be more successful.
Ref:AWC17/TLK-6641
