“好的市场调查需要团队合作,雅各布·基索说, who earned his Master of Business 政府 (MBA) from Millikin University on 五月 20. Kissaw来自伊利诺伊州蒙蒂塞洛., was one of 21 students in Millikin's most recent Executive MBA cohort.
Millikin执行工商管理硕士 is a program designed for professionals who want to advance their careers by developing executive thinking and performance skills. 在节目的最后, students engage in an international immersion trip to enhance their global connections; recent trips have included visits to China to Fudan University in Shanghai and Peking University in Beijing to do case competitions and simulations.
Things were different for this year's cohort as students were given a challenging but yet groundbreaking opportunity. For the first time in the Executive MBA Program, students were tasked with advising a company on how they could sell their product in the U.S. 市场.
多亏了来自 Dr. J. 马克·穆尼奥斯, professor of international management at Millikin, the MBA students worked with G&G植保贸易有限公司., a Hungarian-based company that specializes in chemical weed control on railway tracks.
The students created a 市场 entry strategy to help G&G sell their innovative railway weed control technology to the U.S. 学生们会见了G&G executives at the WHU-Otto Beisheim Graduate School of Management in Koblenz, 德国在5月提出了他们的战略. The students spent six months researching and preparing their presentation.
"Being able to work through different ideas with people that think about things differently proved to help our class come up with a comprehensive 市场 entry strategy for G&G”Kissaw说.
给G的演示&G covered several aspects of the 市场 the company would serve if they entered the United States. The students presented on everything from competition, 客户, 合作伙伴, 市场ing and 市场 size to laws and regulations.
“ROR平台能够给G&G a list of key challenges or hurdles they may face when they enter the United States," said Kissaw. "This was in an attempt to better prepare them for certain pitfalls that they might not see coming because of how different the 市场 is in the United States."
Maintenance of railway tracks is a basic requirement of safe train service. Railway weed control is important because weedy tracks increase the risk of accidents. Weeds form a slippery area between the rails and the wheels, and it lengthens the braking distance. 为了防止这种情况，G&G has developed a weed recognition spray system that has more benefits in terms of cost, 环保安全. G&G says they do spot spraying as oppose to their competitors who do blanket spraying. As a result of the spot spraying, there is 50-60 percent less chemical used.
In addition to their railway weed control technology, G&G also manufactures parts and provides rail industry service support. 目前, 比利时的铁路系统, 荷兰, 瑞典, 丹麦, 挪威, 匈牙利, 西班牙和奥地利使用G&G产品.
"We were impressed with the students' presentation," said Bence Molnár of G&G植保贸易有限公司. "We knew that they were entering a new field of business which they would be somewhat unfamiliar with in the beginning, but the class did a great job of identifying the key elements of the industry, and the main barriers we should overcome as a company if we are to enter the U.S. 市场."
当被问及G&G would be implementing any parts of the 市场 strategy, Molnar说:, "There were several great ideas we will clearly consider and some of them are going to be done for sure in the very near future. Our company is going to attend the Railway Interchange Exhibition in Indianapolis this September, which is going to be our second appearance in the U.S., and we will implement some of the 市场ing strategy ideas presented by the students. As a small family owned company, we honestly appreciate the work the students have done for us."
Dr. 安东尼Liberatore, 米利金MBA项目主任, 指出, "I think what's important is that the students are seeing this from the CEO's perspective. 因为他们有足够的工作经验, the students understood the crucial things to focus on during their presentation."
“这个团队为G提供了很多价值&G”Liberatore说. "We've always done competitions with other MBA teams, 以及项目, 模拟和情况下, but this is the first time our Executive MBA team has been able to advise a company. 这对ROR平台来说是开创性的."
Looking back on his experience, Jacob Kissaw, who currently works at Archer Daniels Midland Co. (ADM), says the program opened his eyes to how complex the world of business is and the importance of each moving part.
"I learned a lot of important concepts during the Executive MBA Program," said Kissaw. "The biggest takeaway I will have from the program is the ability to think about things differently. The program provided valuable insights into many areas of business, 有些我甚至认为不存在. The program gave me a lot of tools to add to my toolbox that will help me achieve my career aspirations."