Five Things Academic Publishers Should Learn Before Entering a New Country
Changes in the research landscape, such as new policies around open access and preprints, have made academic publishers adapt their traditional business strategies and explore new markets. Many international publishers are looking to engage with research communities in specific countries, through customized and localized messaging strategies. Digital engagement is often the first approach used to enter a new country, but a one-size-fits-all communication strategy may not be effective across countries. Here are some things publishers need to find out about any local market they plan to enter, in order to develop a successful digital strategy.