---
title: "Dale Carnegie Training: Adapting to International Marketing Challenges"
url: https://burnaze.com/article/7dadeb50-9260-44ea-8df2-77645fd5ff28
source: "Franchising.com"
original_url: https://www.franchising.com/articles/dale_carnegie_training_adapting_to_international_marketing_challenges.html
author: "Adam Gogolski"
category: "Education & Childcare"
industry: "Education & Childcare"
topics: ["Marketing","Operations"]
published: 2018-11-21T09:00:00.000Z
modified: 2026-11-01T02:34:22.776Z
image: https://imgs.franchising.com/art/articles/4163_plate.jpg
---

# Dale Carnegie Training: Adapting to International Marketing Challenges

**TL;DR:** Dale Carnegie Training adapts to international marketing challenges by educating potential franchisees on the brand's cultural applicability and customizing marketing efforts to fit individual local markets. The company focuses on finding the right brand ambassador in international markets and ensuring potential franchisees understand the franchise system.

*By Adam Gogolski, originally published in Franchising.com on 2018-11-21. [Read the original](https://www.franchising.com/articles/dale_carnegie_training_adapting_to_international_marketing_challenges.html).*

## Story

As an established brand with more than 100 years in the business of personal, professional, and organizational transformation, Dale Carnegie Training is a recognized market leader in the U.S. Although the man himself is well-known internationally as the father of modern professional development, a variety of factors contribute to limiting the visibility of Dale Carnegie Training outside North America.

As a result, a key component of marketing our opportunity overseas is educating potential franchisees on the brand itself, its cultural applicability, and the business climate. Our main goal when marketing Dale Carnegie worldwide is ensuring our concept is a fit for the market. The personal and professional development principles detailed in Dale Carnegie's famous book *How To Win Friends and Influence People* are renowned for how generally applicable they are, regardless of country or cultural boundaries.

However, the franchise opportunity itself often needs to be adapted slightly to fit individual local markets. So our marketing efforts are customized accordingly. Similarly, we work to adjust the business model to suit the market so franchisees can best present our services to local businesses and professionals - for example, whether franchisees should prioritize on-site development classes, go virtual, or primarily offer the curriculum at a Dale Carnegie office location.

Finally, the main challenge in marketing our franchise abroad is finding the right individual to act as a brand ambassador in an international market, especially in countries or regions where there is not already a strong brand presence. Beyond the personal fit, there is another important educational piece at play: ensuring potential franchisees understand the characteristics and expectations of our franchise system. To achieve these ends, we devote significant resources to carefully vetting candidates in international markets to make sure they're the perfect franchisees to represent our brand and carry on Mr.

## Entities

- Franchising.com (publication)
- franchise expansion (topic)
- Education & Childcare (sector)
- brand ambassador (topic)
- cultural adaptation (topic)
- international marketing (topic)

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Originally reported by Adam Gogolski, Franchising.com (https://www.franchising.com/articles/dale_carnegie_training_adapting_to_international_marketing_challenges.html). Summarized by Burnaze (https://burnaze.com/article/7dadeb50-9260-44ea-8df2-77645fd5ff28).