During the Winter Study Week (February 20th - 23rd, 2018), the Telfer School offered a four-day intensive course entitled Global Marketing & Innovation Strategy: Learning about and from China, taught by Amy Karam, a Telfer alumnus, who is the author of the book, The China Factor. The course addressed the topic of whether: “There is a global economic power shift and whether Western-based businesses are being challenged in different ways by the rapid growth of China and other emerging entrants and what can they do about it?”
The course offering served as a guide for Western companies to understand how their Chinese competitors do business and how they can change their strategy to be more successful in international markets. A third of the class were BCom students from China who shared their expertise regarding the Chinese emerging market with other Canadian BCom students.
With the emergence of China, the rules of the global business and trade game have changed. Innovation and product superiority are no longer enough to win business in international markets – especially in emerging markets. Western companies need to re-evaluate their sales and marketing strategies and reposition themselves in the context of a new genre of competition and different customer demands. This course explored how China and other emerging entrants do business using the 5Ps of Global Marketing Framework while studying how a Western-based company can learn from them and adapt their strategy, all while incorporating competitive dynamics into their plan. Maintaining an innovation advantage is also a key success factor in the new global economy and students learned ways to become innovative at innovation by learning about new models.
Amy Karam, who is a speaker, consultant, author and corporate instructor of Stanford University professional development courses, taught this intensive seminar. She has advised and trained sales teams, executives and managers across North and South America, Europe, Asia and Africa and at companies such as Cisco, Apple, Visa, Nationwide, Capital One, SAP, Bell Canada and AT&T. Notably, she led a CEO-sponsored global competitive sales support program at Cisco Systems, the catalyst for her current practice. She has also led business development initiatives with the World Bank, ITU-D, government Ministers of emerging countries and high-technology companies, to foster public and private sector collaboration.