Worth is the president of Washington-based Plexus Consulting Group, LLC. He is the author of "The Association Guide to Going Global," a new book that examines strategies for organizations that want to go global.

What made you want to write this book?

We got a call from a person who said they'd been following us and asked for everything I'd written about globalization. I realized I had a lot. I wrote the book using real-world case examples, as opposed to just theory in textbook. That approach appeals to me more and I felt that it appeals to other more, as well.

What is the biggest challenge for U.S. associations wanting to go global?

The biggest challenge is being able to put yourself in the shoes of another market. Our handicap is we live on a continent with a 3,000-mile stretch of people speaking the same language. We live inward-focused. The challenge is to become local in other markets, to provide them with their needs.

Do you feel globalization helps or hinders our economy?

It think there's no doubt that it helps. Take a look at the organizations that globalized before the recession. They weathered the storm much better than those who didn't start to implement those practices. There is a great deal of wondering right now as to whether the way we should go as organizations and as a country is to build walls around ourselves. The organizations doing that are not doing as well as those that are not.

Do strategies differ from for-profit organizations to nonprofits?

To a certain extent they do. If you're a for-profit, it's more black and white. You either buy it or you don't. There are a lot of commonalities, but I think a case could be made that membership organizations are in a softer market.

-- Joey Flechas