Nadège Mullier, executive manager of INAA, the global association of accountants and auditors, explained all about the organization's three-pillar strategy, focusing on attracting new members, retaining the existing ones and increasing business opportunities. At the end, nobody understands the notion of value better than accountants.
INAA is a global association of accountants and auditors, with 140 members in 50 countries. The members are all small to medium-sized firms, which work fully independently. This sets it apart from the big accounting firms, working as a global network under one brand. The original reason for existence was the ability to offer to the underlying clients – the companies the firms do the accounting for – access to trusted accountants in other countries when they wanted to expand their business internationally. Since then, the focus has shifted towards networking, education and sharing of best practices.
Since a couple of years, INAA is facing a similar challenge as many other associations: with the arrival of a new generation of leadership, the value of the association is questioned, resulting in a decrease of membership. This triggered the Board to act and come up with a plan to address the retention of existing members, attracting new members and developing business opportunities.
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