The individual business units are all based in different countries with different languages and cultures. (Switzerland alone has four official languages, so Helvetia Patria already had some experience with multilingualism.) Each business unit has its own products, technology systems, and marketing and sales departments. Helvetia Patria quickly realized that if it was going to capitalize on its established brand identity, all the new business units would need to become more integrated and market themselves in a consistent way. The business needed to be more flexible and responsive to changes in the industry if it was going to be able to bring on new partners that would help the company expand into new markets.