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UPDATES FROM ISM ISM Students Participate in Macewan School of Business Conference on Competition or Cooperation
UPDATES FROM ISM ISM Students Participate in Macewan School of Business Conference on Competition or Cooperation
| ISM Students Participate in Macewan School of Business Conference on Competition or Cooperation |
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On May 11 and 12, 2009, four of ISM's doctoral students traveled to the Macewan School of Business in Edmonton Alberta, to present papers in a Conference entitled "Competition or Cooperation: East vs. West". The papers they presented are based on their work from a course at ISM entitled "Breaking into New Markets". To view the conference program, click here. For titles and abstracts click "Read More". On May 11 and 12, 2009, four of ISM's doctoral students traveled to the Macewan School of Business in Edmonton Alberta, to present papers in a Conference entitled "Competition or Cooperation: East vs. West". The papers they presented are based on their work from a course at ISM entitled "Breaking into New Markets". To view the conference program, click here. Breaking into New Markets: International Market Selection for Universities: A Case Study fromEurope As the global demand for international education is forecasted to grow to 3.7 million students in the year 2025 (according to research by IDP Australia), universities around the world are increasingly developing more sophisticated methods for developing international marketing strategies to increase the number of international students on their campuses. Universities in English-speaking countries have dominated the international education market. However, this market is now turning into in an international education industry, with many new entrants and new business models. This paper will address the process ofdeveloping an international marketing strategy and international market selection by a leading continental European university. Breaking into New Markets Case study: Hilton Hotels Corporation This paper examines the history and recent strategic efforts of internationally famed Hilton Hotels Corporation to grow and seed its multiple Brands globally. The paper examines the historical framework and overarching strategy employed by the company which set the stage for Hilton’s growth to include the internationalization of Brands outside of its core Brand –Hilton, specifically those it had acquired with the purchase of Promus Hotels and later that of Hilton Group plc. The paper further examines the marketing and structural mechanisms used by the global hotel company to limit development, branding and franchise risks across its targeted markets. Finally the paper opines on the risks to the long term outlook for international hotel growth given the sweeping global macro economic retraction affecting both demand and supply through the tightening availability of real estate development financing. Franchising in Morocco: Case of Fast-food Industry: A Comparative Study between a Successful Entry and a Failure Investment Why have some fast-food brands succeeded tremendously in the Moroccan market whereas others have failed to make their business thrive or went bankrupt? By studying some of the most well-known US fastfood restaurants that have gone over franchising in Morocco, this paper tries to shed light on visible and invisible factors that influence dramatically, from customer point of view, the success of going abroad in international markets characterized by wide cultural and business tradition differences. In the African market, the key factors of success appear to stem from a number of variables such as, among other factors, adapting menus to local traditions and having a local business partner that you can trust. We are about to propose a business framework based on market research and previous models that have been developed by scholars for fast-food companies that want to mitigate risks and enhance their chance for success. Demand for Education in China Leads to a Partnership with an American University China’s demand for education has created major opportunities for foreign universities to partner with local Chinese universities. The number of undergraduate and graduate students entering university has been growing at a clip of 25% each year since 1999. Even with the addition of millions of new slots available at Chinese universities, there aren’t enough places available to satisfy the desire of Chinese students to earn a university degree. Recognizing the advantages of university education to Chinese society and economy, the government has opened up to foreign universities and become a very active player in international education. This is a unique case of a lower household income country using education as a strategy for development. In 2001, the University of the Incarnate Word, based in San Antonio, Texas, began its undergraduate program in Guangzhou with South China Normal University. This paper shows that the political, economic, social, and cultural factors facing China Incarnate Word offered a propitious environment for them to become the first university to offer a full American degree without having to leave China.
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