Global Changes and Opportunities: A Guide for Expanding Assessment Programs Internationally

In today’s interconnected world, the demand for high-quality, portable credentials has never been greater. Organizations that once served primarily local or regional audiences are now looking outward, seeking opportunities to reach new markets, support a globally mobile workforce, and diversify their revenue streams. These changes are not just about growth—they are about resilience and relevance in a rapidly evolving global landscape. 

This guide explores the opportunities and challenges of international expansion for credentialing organizations. Drawing on insights from Humphrey Chan’s recent webinar on global testing strategies, as well as supporting global data, it outlines why expansion matters, how to plan for success, and what models and challenges to expect along the way. 

Why Expand? 

The motivations for global expansion are both strategic and mission-driven. For many organizations, it begins with a desire to diversify revenue and reduce market risk. Relying solely on a single geography leaves organizations vulnerable to economic downturns, policy changes, or demographic shifts. Expanding into new regions creates stability, ensuring that a dip in one market can be balanced by growth in another. 

Another powerful driver is global demand for U.S.-recognized credentials. In many countries, candidates actively seek certifications that will allow them to compete in international job markets or immigrate to regions where those credentials are required. By meeting this demand, organizations not only expand their reach but also directly support candidates’ aspirations. 

Global expansion also enables organizations to advance their mission on a broader scale. If the goal is to raise standards, improve practice, or professionalize an industry, then taking that mission international multiplies the impact. At the same time, it enhances brand leadership and influence: organizations that establish themselves early in new markets often become the de facto leaders, shaping norms and expectations for years to come. 

Finally, workforce mobility and migration trends make expansion more urgent. With millions of skilled professionals moving across borders each year, credentials must keep pace with global movement. Expanding access ensures that candidates can pursue opportunities wherever they live or work. 

Formulating and Launching Your Plan 

Global expansion is not a single leap but a carefully managed journey. Success depends on aligning ambitions with organizational capacity and market realities. 

It starts with clarity of purpose. Leaders should ask themselves: What are our goals and objectives? Why are we expanding? What will additional revenue enable us to do, and does this further our mission? These questions set the foundation for decision-making. 

From there, an external scan is essential. This includes understanding the competitive landscape, the unique cultural and regulatory factors of a region, and the specific needs of candidates. For example, are test takers primarily seeking certification for use in their home country, or do they intend to leverage it abroad for migration or employment? Are their learning and testing needs comparable to existing candidates, or will they require new forms of support? Partnering with local entities who understand these nuances often accelerates both acceptance and success. 

Organizations must also assess their internal capabilities. Expanding into a new market may require investments in technology, personnel, or infrastructure. Do you have the right resources, or will you need to build them? Will expansion require adapting your assessments to meet new cultural or regulatory expectations? Are there internal stakeholders—boards, committees, or leadership—whose approval is critical before moving forward? 

Once the foundation is set, building the plan becomes the focus. This means sequencing what products or services will be introduced, defining a realistic timeline, identifying potential partners, and modeling revenue trajectories. Assigning responsibility within the team is equally important—global expansion requires ownership and accountability across the organization. 

Launching should not be seen as a final act but as the beginning of an iterative process. Many organizations benefit from piloting initiatives in smaller markets, learning from early results, and adjusting plans accordingly. Flexibility, more than perfection, is what drives sustainable success. 

Market Entry Models to Consider 

One of the most critical choices in global expansion is determining how to enter a new market. There is no one-size-fits-all approach; the right model depends on organizational strengths, market conditions, and strategic priorities. 

For digital-first organizations with strong intellectual property and robust delivery infrastructure, Direct Delivery is often the most efficient choice. Credentials can be exported online, reaching candidates wherever they are. However, this model requires careful attention to security, technical support, and candidate experience. 

When speed to market is critical, especially in regions where English is not the dominant language, Localization Partners can provide invaluable support. Collaborating with local education or training providers accelerates acceptance, ensures cultural alignment, and reduces barriers to adoption. 

For organizations that prioritize reach while maintaining moderate control, Accreditation Licensing offers an attractive option. In this model, the certification is licensed to a regional body, which administers it under agreed-upon standards. This allows for large-scale dissemination while preserving brand integrity. 

More established organizations with proven demand may pursue a Franchise Model, creating local hubs or chapters governed by brand guidelines. While this requires greater upfront investment and oversight, it often results in stronger long-term presence and brand loyalty. 

Finally, for highly regulated or innovation-driven markets, Strategic Alliances provide a pathway to co-create credentials with trusted international organizations. This approach fosters mutual credibility and ensures that new credentials are well-suited to local contexts. 

Credentialing Across Borders

According to UNESCO (2023), the number of countries engaging in mutual recognition of qualifications has more than doubled in the past decade. This trend underscores the increasing value of portable credentials and the opportunities for organizations that expand globally. 

Potential Challenges You May Face 

Global expansion offers enormous opportunities, but it also introduces new challenges that must be addressed proactively. 

Localization of content and language is more complex than simple translation. True localization means adapting examples, case studies, and even test formats to resonate with local audiences. 

Regulatory barriers can also pose significant hurdles. Countries often have their own frameworks for education, licensing, and certification. Aligning with these requirements takes time, but can ultimately strengthen the credibility of the credential. 

Even organizations with strong reputations may face brand recognition challenges. In new markets, building trust and awareness may require significant investment in marketing and stakeholder engagement. 

Infrastructure and delivery constraints present another obstacle. In many low- and middle-income countries, internet connectivity and testing infrastructure remain limited. The World Bank (2022) reports that over 40% of such countries still struggle with basic connectivity, directly impacting the feasibility of online assessment delivery. 

Finally, concerns about fraud and cheating become magnified in international contexts. Contract cheating alone affects an estimated 3–7% of students globally (Lancaster & Clarke, 2016), and incidents of exam fraud are widely reported across regions (Newton, 2020). Addressing these risks requires proactive planning for secure delivery and monitoring. 

Spotlight on Security

Research has shown that exam fraud and contract cheating are not isolated issues but global phenomena. Newton (2020) emphasizes that without robust security measures, assessment integrity can be undermined, threatening both organizational reputation and candidate trust. 

By anticipating these challenges and planning accordingly, organizations can reduce risks and accelerate success in new markets. 

Looking Ahead: Turning Change into Opportunity 

Global expansion is not simply a growth strategy—it is a chance to transform your organization’s relevance and impact in a rapidly shifting world. By understanding why expansion matters, crafting thoughtful plans, choosing the right entry models, and proactively addressing challenges, organizations can position themselves as global leaders in assessment. 

As demand for portable credentials continues to rise, those who act today will shape the opportunities of tomorrow. The world is changing—expansion is not just possible, it is necessary. 

This guide draws on insights shared by Humphrey Chan, Prometric’s Senior Vice President and Managing Director, Emerging Markets, during the webinar Driving Program Growth with Global Testing: Strategies for Success. Based in Hong Kong, Mr. Chan is focused on developing strategic relationships with corporate, governmental, and non-governmental organizations in the Asia Pacific and South Asia regions. 

References 

• Lancaster, T., & Clarke, R. (2016). Contract cheating: The outsourcing of assessed student work. Handbook of Academic Integrity. Springer. 

• Newton, P. (2020). How common is commercial contract cheating in higher education and is it increasing? Frontiers in Education, 5, 67. 

• UNESCO. (2023). Global Convention on the Recognition of Qualifications concerning Higher Education. 

• World Bank. (2022). World Development Report: Digital Dividends. 

Prometric is more than just a testing organization—we are your trusted partner. As a global leader with more than 30+ years of expertise, we empower districts and educators with best-in-class, AI-enhanced solutions and microcredentials that set new benchmarks for education, evolve standards for learning, and measure performance with innovation. 

Visit Prometric.com to learn more.