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Dale Carnegie Training (US) Franchise Expands into China

19 Apr 2019 - Dale Carnegie Training began operating outside the United States in the 1940s.Now, 127 of its 228 territories are in international markets, and about five years ago revenue from international operations began exceeding its domestic system, notes Andre Goldstein, vice president of franchise development for Europe, the Middle East and Africa, along with the Asia-Pacific region.

“I’m probably visiting a country every other month,” says Goldstein, adding a trip to China is on the horizon. One of Dale Carnegie’s newest franchisees, David Shen, purchased China’s Shanghai/Jiangsu and Zhejiang territories from longtime franchisees John and Gerard Hei earlier this year and aims to continue elevating the brand’s presence.

Goldstein points out Shanghai is a “smooth-running market and already a top market in sales,” and according to Shen, “It is the right timing for a Dale Carnegie Training business to grow in China because the country’s economy is transforming and growing, and that growth is only further empowered by talent development such as the services and products I provide.”

Shen brings more then 25 years of sales experience with local and global operations management in China, and previously worked at multinational companies Texas Instruments and Arrow and owned his own business.

“All of this experience helps me as I took on my own Dale Carnegie Training franchise, taking the brand’s global reach and making it a ‘local touch’ concept,” he says. That means, “continuing to improve the context from which we approach different industries and customers to make sure we are customizing our approach to meet the needs of Chinese consumers.”

Shen notes e-learning training platforms are his biggest competitors to the hands-on, in-person training offered by Dale Carnegie, but says they’re working to enhance and expand their online platform to meet the demand for virtual training. “We are studying e-learning, a platform that is not quite ready in the Chinese market yet,” he says. “We do believe that the right blended training model is the key to successful growth here.”

Check out the May issue of Franchise Times to read more about Dale Carnegie Training’s international growth and how its franchisees are driving sales in their respective markets such as the Netherlands, Australia and India.


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