Building Resilience in Today’s Global Marketplace

By Alex Viva, SBTDC Director of International Business

Throughout my career in international business, I’ve had the opportunity to work with both large multinational corporations and small and midsized businesses engaged in international trade. Today, through my work with the North Carolina Small Business and Technology Development Center (SBTDC), I help North Carolina companies navigate many of the same global forces that influence businesses around the world.

One thing has become clear over the years: while multinational corporations and small exporters operate on very different scales, many of the same principles determine their success. Markets shift. Trade policies change. Supply chains are disrupted. Customer demand evolves. The businesses that thrive aren’t necessarily the largest. They’re the ones that anticipate change, adapt quickly and make informed decisions.

Many companies once operated in a more predictable global business environment. Today, tariffs, geopolitical tensions, changing trade agreements, supply chain disruptions and economic uncertainty can quickly reshape international markets. While these challenges can seem daunting, they also present opportunities for businesses that are prepared to adapt.

Large corporations often have teams dedicated to monitoring these developments. Small and midsized businesses involved in international trade rarely have that luxury. Yet I’ve found that these companies often have one important advantage: They’re nimble enough to respond quickly when they recognize change early.

Rather than trying to predict every disruption, I encourage business owners involved in international trade to ask themselves a few practical questions:

• How exposed is my business to changes in tariffs, trade policies, or international regulations?
• Am I relying too heavily on one overseas supplier, customer or export market?
• If my supply chain were disrupted tomorrow, what alternatives would I have?
• Am I monitoring global trends that could create new risks or new opportunities?
• Do I have trusted advisors who can help me navigate changes in the international marketplace?

One lesson I’ve learned is that resilience isn’t built during a disruption—it’s built long before one occurs.

For exporters and internationally engaged businesses, that might mean:

• Diversifying suppliers and international markets
• Understanding how geopolitical events could affect your industry
• Building flexibility into inventory and logistics plans
• Monitoring foreign market trends and customer demand
• Maintaining healthy cash flow to absorb unexpected costs
• Developing strong relationships with freight forwarders, customs brokers, financial institutions and international business advisors

I’ve also learned that periods of uncertainty often create opportunities. While some companies pull back, others identify new markets, strengthen customer relationships, rethink their supply chains, or develop innovative ways to remain competitive. The businesses that stay informed and adaptable are often the ones that emerge stronger. One way to stay ahead of change is to engage with the broader international business community. Industry conferences, trade associations and educational events can provide insight into emerging trends while connecting businesses with experienced practitioners and trusted resources.

When I think about resilience in international business, I generally focus on four key areas:

• Strategy: Regularly evaluate your export markets and be willing to adjust as global conditions change.
• Operations: Build flexibility into your supply chain, logistics, and sourcing strategies.
• People: Develop a team that understands international business and can respond quickly to changing market conditions.
• Partnerships: Build strong relationships with customers, suppliers, logistics providers, financial institutions, government agencies, and trusted advisors who can help you navigate uncertainty.

One of the things I value most about my work with the SBTDC is helping North Carolina companies prepare for these challenges before they become obstacles. Whether we’re evaluating new export opportunities, assessing international market risks, navigating trade regulations or helping companies strengthen their global strategy, our goal is to help businesses compete with confidence in an increasingly complex world.

I’m fortunate to be part of an experienced and diverse team of international business counselors at the SBTDC. Collectively, our team brings decades of experience across international trade, global supply chains, manufacturing, logistics, finance, market development, export strategy, and international business development. That breadth of expertise allows us to provide practical, real-world guidance tailored to the unique needs of North Carolina businesses.

After working with organizations of all sizes, I’ve come to believe that resilience isn’t about eliminating uncertainty, especially in international business. It’s about building the knowledge, flexibility and partnerships needed to respond when the global marketplace changes.

No business can predict what lies ahead, but no business has to navigate those challenges alone. Whether you’re exploring your first international market, strengthening your global supply chain or expanding an established international presence, the SBTDC’s International Business team is here to help. I also encourage businesses to take advantage of opportunities like the upcoming North Carolina World Trade Association’s annual World Trade Summit to learn from experts, exchange ideas with peers and stay informed about the forces shaping international trade. In today’s global marketplace, knowledge and relationships remain two of your greatest competitive advantages.

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Alex Viva is Director of International Business for the North Carolina Small Business and Technology Development Center (SBTDC). With decades of experience spanning multinational corporations, global commerce, and small business consulting, Alex works with North Carolina companies to strengthen their international competitiveness and successfully navigate today’s evolving global marketplace. He leads a team of experienced international business counselors dedicated to helping businesses identify global opportunities, manage risk, and achieve sustainable growth through international trade.