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Economics and Business Faculty association INTERNATIONAL BUSINESS RESEARCH MALAYSIA & VIETNAM
Economics and Business Faculty association
INTERNATIONAL BUSINESS RESEARCH
MALAYSIA & VIETNAM
TABLE OF CONTENT
I. INTRODUCTION TO IBR.................................................................................. 3II. SUPERVISING PROFESSORS........................................................................ 4III. RESEARCH DESIGN........................................................................................ 5IV. TIMELINE IBR................................................................................................... 6V. REFERENCES................................................................................................... 7VI. OPPORTUNITIES.............................................................................................. 9VII. CONTACT DETAILS......................................................................................... 10
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International Business Research (IBR) is a research project linked to the Faculty of Economics and Business of the University of Groningen. Since 2014 the faculty has been accredited to be ranked among the top 1% of global business schools, which proves that the quality and performance of the faculty meet high standards.
Founded in 1988, IBR consists of one research project. It consists of an Executive Board, 24 student-consultants, a carefully selected Advisory Board, and three supervising professors of the University of Groningen. The project focuses on doing research in emerging markets outside of Europe. For 2020, these two carefully selected countries will be Malaysia and Vietnam.
The research project serves two purposes. First of all, we offer companies tailor-made professional research in growing economies that is supervised by three professors of the University of Groningen at cost price. Secondly, IBR offers twenty-four top quality senior students the experience of putting theory into practice by conducting research for potential future employers, both at home and abroad.
Each individual research contract will be conducted by two highly motivated senior students who are selected based on their top academic and extracurricular accomplishments. Starting in January 2020, extensive desk research will be conducted until mid-April. After this preparation phase, a five-week field research trip will be organized to locally gather relevant data. After the student-consultants return to the Netherlands, the research report will be finalized and presented. It goes without saying that the research and its outcomes will be kept confidential and handled with the upmost integrity at all times.
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1. INTRODUCTION TO IBR
The research conducted by IBR Malaysia & Vietnam 2020 will be supervised by dr. K.J. Alsem, drs. M.M. Kroese and dr. B.J.W. Pennink. Based on their extensive research experience, it will be ensured that the research conducted will meet high academic standards. Furthermore, they will advise the students throughout all the different research phases.
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II. SUPERVISING PROFESSORS
Drs. M.M. KroeseDrs. Monique Kroese is a senior trainer and coach in the fi eld of intercultural communication and (self-)management skills for both students and staff. She has 18 years of training and coaching experience in business and the public sector including the European Central Bank as well as at the University of Groningen. Having lived and worked abroad in England, Iceland, South Africa, Tanzania and Vietnam, she has come to appreciate both the joys and challenges of intercultural encounters. Her mission for the IBR project is to work with students on increased cultural awareness, skills and knowledge aimed at successful business research in Vietnam and Malaysia.
Dr. B.J.W. PenninkDr. Bartjan W. Pennink is Assistant Professor at the department of Global Economics and Management. In his teaching he is involved in courses on Corporate Social Responsibility (MSc), on Organizational Theory (BSc) and on Project Management for Humanitarian Actions (MSc). Since 2015, he has also been a visiting lecturer at the Institute of Finance Management in Tanzania (Dar es Salaam). Besides the regular programs, he also participates in the Honours Master programs of the RUG by a Masterclass on Ubuntu and a Masterclass on New (Sustainable) Business Models. Bartjan will join IBR for the seventh time (previously: China and Hongkong, Vietnam, Mexico, Brasil, Indonesia and Myanmar & Thailand).
Dr. K.J. AlsemDr. Karel Jan Alsem is Assistant Professor in Marketing at the University of Groningen and professor of Applied Sciences (‘Lector’) in Marketing at Hanze University of Applied Sciences. In addition, he is consultant in branding and health care marketing. He has published in several academic marketing journals and wrote fi ve books about marketing and branding. Among them a Dutch book entitled Strategische Marketing Planning, widely used in business schools and better known as ‘the Alsem’. Routledge also published this book as ‘Applied Strategic Marketing’ in 2019. Karel Jan will join IBR for the seventh time. (previously South Africa, India, Thailand, Vietnam, Brasil, China).
The International Business Research project consists of three overlapping phases: GENERAL PREPARATION PHASEThe general preparation phase aims to improve the knowledge of the participating students regarding the countries of destination. Furthermore, the methodological expertise of students will be increased, as well as the knowledge about contract- or market research. This phase intends to provide the student-consultants with the required knowledge and skills needed for conducting research. Students will attend several guest lectures, lectured by country experts in the relevant areas. Moreover, the students will perform a sector analysis and attend workshops related to research methodology. These lectures will be given by the professors who will accompany the student-consultants during the research field trip. COMPANY-SPECIFIC RESEARCH PHASEDuring the company-specific research phase, the needs of the customers will be examined and agreed upon via interactive feedback. This phase consists of the following sections: 1. Research framework: First, a research framework and the exact content of the research will be determined. The research framework will be set up according to the specific needs of the customer. The framework will be presented in a research proposal. Once the company agrees with the research proposal, a contract will be drawn. 2. Desk research in the Netherlands: From January until mid-April 2020 an intensive pre-research phase will take place in the Netherlands. The progress and results of this research will be reported to the company. At the same time a strategy for the field research will be discussed and set up. 3. Field research in the country of Destination: In April and May 2020 the student-consultants will spend five weeks in Malaysia and Vietnam. During this period the field research will be performed, and companies, universities and governmental institutions will be visited. Provisional findings will be written down in intermediate reports. REPORTING PHASEDuring the last phase of the research, the project will be completed. The results will be presented to the company in a final research report. All results will be treated confidentially and with the utmost integrity. The deadline for the completion of the report will be September 1st, 2020.
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III. RESEARCH DESIGN
G E N E R A L P R E L I M I N A R Y R E S E A R C H N OV E M B E R 2 0 1 9 - JA N U A RY 2 0 2 0 Students spend on average ten hours per week on activities related to IBR. They will expand their knowledge of Malaysia and Vietnam, they will participate in several trainings on market research and take a specific IBR course.
S P E C I F I C P R E L I M I N A R Y R E S E A R C HJA N U A RY - M I D - A P R I L 2 0 2 0Students will spend twenty hours per week on their personal research project. During these months the students will develop a better understanding of their assigned company. Future meetings in Malaysia and Vietnam are being planned with the help of student consultants from different prestigious local universities.
F I E L D R E S E A R C HM I D -A P R I L - M AY 2 0 2 0Students will leave for their country of destination. A five-week field research will be conducted during which they will spend an average of forty hours per week on the research project. All meetings and interviews with companies and institutions will be held during this period.
R E P O R T I N G P H A S EJ U LY - A U G U ST 2 0 2 0This is the final phase in which all results and interviews will be documented in a report. The end report will include a clear and well-founded advice. This report is confidential and will be presented to the company in August.
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IV. TIMELINE
‘‘The students were very competent in investigating the chances for export of used commercial vehicles to Brazil. As a result of their research Kleyn can strengthen its leading market position as an independent vendor of used commercial vehicles.”P. J. Overakker - former CEOKleyn International
“During several occasions IBR has proven that the research conducted for our company was very detailed and of high quality. Every research report has helped us to make important decisions on whether to enter a market or not. The students are always very focused and some have even started their career at AkzoNobel after the project had finished.” C. Schut - Senior Sales Manager ExportAkzoNobel Functional Chemicals Salt Specialties
‘‘IBR has focused its research on the characteristics of the agricultural sector in Argentina and Brazil. Besides, they have provided us with valuable information about the conveyer belt market in these countries, which has helped us in our growth strategy. It was a pleasure to work together with these very enthusiastic students. They were very well prepared and committed to their tasks.”J. Huisman – General DirectorEA Broekema B.V.
“Effectiveness and competence; these are essential ingredients to a successful research in a foreign environment. In this case, a research conducted in South-Africa in 2017. These characteristics combined with a solid amount of academic knowledge yielded a valuable market research including potential customers in the field of research. Our business, De Nederlandse Plastic Industrie, is very pleased with the enjoyable- and dynamic- way in which IBR participants have laid a solid foundation for the development of a customer base in South-Africa.” H. Aal - DirectorNederlandse Plastic Industry B.V.
‘‘The research, conducted in 2010 in Vietnam, has provided FMO with useful advice that we will use to increase FMO’s influence in the banking sector in Vietnam. The students were very professional, committed, and well prepared which all aided to a pleasant cooperation.”B. Rekvelt - Senior Investment Officer SyndicationsFMO
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V. REFERENCES
‘‘The students’ proactive approach, their flexible attitude, and their professional research was really appreciated throughout our company. The report was very useful and combined with our experience we have used it to enter the Indian market and to discover how we are going to develop our company in this sector.”G. Muggen - International Marketing & Sales ManagerStork Thermeq B.V.
‘‘Heineken has always had two distinct objectives. Firstly, Heineken believes that international companies should enable students to get a first-hand look at international business by being involved in actual business projects in foreign countries. By cooperating with IBR from the beginning, Heineken has given students this opportunity. Secondly, Heineken has used the IBR project as a way to conduct research. This has occured in countries like China, India, Indonesia and Vietnam. We have always been impressed by the professional and dedicated way these research projects were executed at such a reasonable cost. The results were useful for local management to better understand their business activities.”M. H. Rijkens – Former Director Asia Pacific and Central & Eastern Europe Heineken
“In 2007 MeetIn has organised a trade mission to Brazil that was organised for Dutch companies who are active in the poultry sector. IBR conducted a perfect research to the chances for Dutch companies in the Brazilian market. Furthermore, they have introduced our company to important and relevant contacts and institutions. The students’ work was of high quality, they were very well able to work independently, and they had a high sense of responsibility to deliver the best possible results.”Drs. D.T. Aleven – DirectorMeetIn B.V.
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V. REFERENCES
IBR offers companies tailor-made research conducted by motivated student-consultants from the University of Groningen. When companies are faced with a specific problem, IBR can often contribute towards finding a solution. IBR offers various research possibilities, such as: competitor analysis, consumer research, distribution analysis, partner analysis, sector analysis, import analys, export analysis and feasibility research.
In short, at a cost of €8900,- (excl. VAT) we offer:
• Research conducted by senior students (student-consultants) from the Faculty of Econo- mics and Business of the University of Groningen, ranked among the top 1% of global business schools;
• Two student-consultants who have been selected based on academic achievements and motivation;
• Three months of desk research in the Netherlands;• Five weeks of field research in Malaysia and Vietnam in April and May of 2020;• Cooperation with students from local universities (Local Student Consultant Project);• Supervision of three professors from the University of Groningen;• Support from an Advisory Board, consisting of experienced managers and advisors from various sectors, ministries and embassies.
For additional information you can consult our website: www.ibr-groningen.nl. For any questions or references of companies for which we have conducted research in the past, feel free to contact us.
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VI. OPPORTUNITIES
Pieter MerckensChairman, IBR Malaysia & Vietnam 2020
p: +31 (0) 50 363 3167| m: +31 (6) 510 609 61e: [email protected]
Niels van de GraafVice-chairman & Treasurer, IBR Malaysia & Vietnam 2020
p: +31 (0) 50 363 3703| m: +31 (6) 209 987 13e: [email protected]
Heleen FortuinVice-chairman & Travel Logistics, IBR Malaysia & Vietnam 2020
p: +31 (0) 50 363 8241| m: +31 (6) 237 348 74e: [email protected]
Maarten KempenaarExternal Relations, IBR Malaysia & Vietnam 2020p: +31 (0) 50 363 9834| m: +31 (6) 390 768 23
Anne Floor BrinkmanExternal Relations, IBR Malaysia & Vietnam 2020p: +31 (0) 50 363 7395| m: +31 (6) 211 322 45
Thomas van ZundertExternal Relations, IBR Malaysia & Vietnam 2020p: +31 (0) 50 363 9488| m: +31 (6) 135 304 97
Maarten RikkertPR & Travel Logistics, IBR Malaysia & Vietnam 2020
p: +31 (0) 50 363 7162| m: +31 (6) 230 464 48e: [email protected]
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VII. CONTACT DETAILS
