In a world where global trade plays an increasingly vital role in shaping economies and fostering international collaboration, women are stepping into leadership roles and significantly redefining the landscape. From real estate to trade development, business conferences to international commerce, women are reshaping the global business landscape, driving innovation, and fostering inclusive economies.
In March 2020, World Trade Centers Association (WTCA) celebrated the critical role of women’s leadership in global economies, highlighting that female entrepreneurs generated twice the revenue of their male counterparts with the same investment. Since then, the landscape of women’s economic participation has seen some progress.
As of 2024, women hold 26% of parliamentary seats — more than double the 11% in 1995. According to the World Trade Organization (WTO) Secretariat’s statistics on female leadership and women in management positions, 12% of women are in leadership, decision-making, and management roles, while 14% hold middle-management positions as of 2023.
Several remarkable women within WTCA’s extensive and prestigious network are now at the helm, driving innovation and inclusivity in the complex sphere of international commerce. Their contributions are transforming the operations of their respective World Trade Center (WTC) businesses and inspiring a new era of diverse and dynamic leadership in traditionally male-dominated industries.
Among their impressive accomplishments, the women of the WTCA Board of Directors have been instrumental in helping entrepreneurs expand their businesses from their respective locales into the global markets. Below are some of their tips on how to expand businesses globally, and their advice for the next generation of women leaders:
Play the Long Game
“Be sure to grow your global business at the pace that your operations or your partners can serve as well as you would in your own country,” said Karen Gerwitz, President and CEO of WTC Denver. “Definitely go into it playing the long game and not a quick-win mentality.”
Cristina Sbaizero, CEO of WTC Trieste, says, “Expanding a business globally is a gradual process that requires dedication, strategic planning, and the ability to adapt to new environments.”
Understanding Local Markets
“Entrepreneurs must first develop a deep understanding of local markets and cultural nuances, as strategies that succeed in one region may not be applicable elsewhere,” shared Catherine Lee, Managing Director of WTC Suzhou.
Ms. Sbaizero adds, “Entrepreneurs should begin by conducting thorough market research to understand local demand, consumer preferences, competition, and regulatory requirements. Tailoring products or services to local tastes is essential for success.”
Strategic Collaborations
Pamela D. Pascual, Chairman and CEO of WTC Metro Manila, emphasizes classic leadership blended with modern, actionable approaches — timeless principles adapted to today’s fast-paced business landscape.
“Among many other priorities, the first for me would be building relationships through strategic collaboration. While traditional partnerships remain vital, modern success comes from collaborating with local influencers, digital platforms, and ecosystem partners who understand market nuances,” she explained.
“Build a strong network of local partnerships with businesses in different industries by attending trade shows, exhibitions, events, etc.,” shared Christina Shen, Principal at WTC Shenyang. “Solid partnerships with local businesses and organizations empower global connections, especially through the global platforms like the WTCA network.”
One such event that gathers global business leaders, policymakers and industry experts for timely discussions on trade, investment and partnership opportunities is the 55th annual WTCA Global Business Forum (GBF) in Marseille, France from April 6-9, to be hosted by WTC Marseille Provence.
With the theme “Gateway to the Mediterranean,” this year’s Forum brings together more than 300 attendees from over 50 countries, including WTCA members and their global networks, and leaders from business, government, academia, and international organizations.
Demonstrating the strength of the global WTCA network, the Forum facilitates direct business-to-business (B2B) relationships and investment opportunities across industry sectors including agriculture, architecture, banking and financial services, construction and building materials, consumer goods, food and beverage, freight and logistics, health technology, industrial solutions, manufacturing, maritime and energy services, and tourism.
Marseille was chosen for this year’s event given its role as a critical European hub for trade, innovation, and economic activity. The Mediterranean region connects three continents and plays a vital role in global commerce, boasting strong industries in maritime trade, logistics, energy, tourism, and technology.
“Our region has long been a crossroads of global trade, driving economic growth and fostering international collaboration. Between its strategic location, diverse industries and thriving innovation ecosystem, Marseille is the ideal setting for this year’s Forum,” said Benoit Vincent, CEO, WTC Marseille Provence. “This event will create new opportunities for investment, trade, and partnership in one of the world’s most dynamic economic regions.”