May 2013 Published by the Undergraduate Office, CUHK Business School

Faculty Spotlight -Prof. Joseph Cheng

HK’s star brands -lessons to be learned

Case competitions are traditionally one of the most significant events in the academic life of a business student. If participating is already so beneficial academically to students, isn’t it better still to win it? CU iBUS asked the judges, participants together with our coaching professor to share with us their tips on achieving top performance.

Also in This Issue04 Follow along with us as we travel to our 04 Case Competition08 Lightbox - Donated E-devices 08 presented to recipients13 Newsroom 15 Column - Matt Ng

Click to download the full issue

CU iBUS

A Taste of Professionalism

From the Editor

EDITORIAL

Editor-in-chiefDr. Susanna Kwok

MembersCarol HoIsadora HoJoseph TongNan Yi

Cu iBuSMay 2013

MESSAgE FROM THE EDITOR

In this issue, we focus on Ingredients for Success. In essence, this month we will discuss relevant checklists that can take us further down the road to success.

Our students love case competitions. Win or lose, we are proud of each of you who represent CUHK at every one of these competitions. And isn’t it great that there is yet more we can do to help you make a real hit? In this month’s Cover Story, we ask our recent case competition winners, competition organizers as well as our coaching professor for what they believe are the keys to success.

This issue also concludes the Hong Kong Brand Series which has presented a brand story each month since last August. What made these brands successful? Co-author Prof. Leo Sin and I indeed observed certain things in common underlying the success of each of these companies. So we’ve summarized these observations in our conclusion to the Brand Series stories.

It’s the end of May, so school’s out and travel’s in! Our columnist Matt Ng will continue with his checklist of the most useful items to bring along when on the road.

What’s your checklist for planning a wonderful summer vacation? Whatever you do, wherever you go, enjoy your summer!

Dr. Susanna KwokEditor-in-chief, CU iBUS

CONTRIBuTORS

Kenneth DaiCelia IpMok Ho TsunAdam NgAdelaide VuEric Yau

STuDENT EDITORIAL TEAM

Tiffany Chiang (HTMG Year 2)Lolitta Ho (IBBA Year 2)Adrian Lai (IBBA Year 3)Jeanette Lai (IBBA Year 1)Tiffany Lam (IBBA Year 1)Tumi Ogunsola (IASP)Michael So (PACC Year 4)Jimmy Tsong (IFAA Year 1)Myra Zhang (IBBA Year 1)

CONTACT uS

AddressRoom 616, Cheng Yu Tung Building, 12 Chak Cheung Street, Shatin, N.T.

Telephone3943 7746

Emailbba@cuhk.edu.hk

BuSINESS SCHOOL

July 6Career Forum - Be a Complete Professional through Lifetime Learning

June6Global Leader Series -Talk by Ambassador Stephen M. Young, U.S. Consul General

uNIVERSITY

June 8CUHK 50th Anniversary Fair Public Lecture - “Rhapsody on Innovation”by Prof. Cheung Kwok Wai

01

ChampionL’Oréal Brandstorm 2013

(Hong Kong National Finals)

Second Runner-upChicago Quantitative Alliance (CQA)

Investment Challenge

ChampionInternship Competition

2013

A Taste ofProfessionalism

Cover Story

By Myra Zhang, Student reporter

Case competitions are traditionally one of the most significant events in the academic life of a business student. Students have to integrate all the things they have learned, from general presentation skills to specific business knowledge, in order to perform well in the competitions.

Recently, our students have achieved great results in several international case competitions. These include marketing competition L’Oréal Brandstorm, simulation competitions Peak Time 2013 and Chicago Quantitative Alliance (CQA) Investment Challenge, and the Ming Pao Internship Competition, which is e-marketing focused.

May 2013 | Riga, Latvia | Stockholm School of EconomicsYip Tsz Chang, Alan (GBS, Year 3)Fong Ho Man, Eric (GBS, Year 3)Leung Ho Yan, Christie (GBS, Year 1)Cheung Chun Ki, Alex (GBS, Year 1)

May 2013 | Hong Kong | CUHK and Ming PaoCho Wai Chun, Francis (IBBA, Year 2)Wong Yi Ho, Eddie (IBBA, Year 4)

April 2013 | Hong Kong | L’OréalTse Pui Kei, Peggy (GBS, Year 3) Lau Yan Ling, Veronica (GBS, Year 3)Li Kwan Yee, Queenie (GBS, Year 3)

April 2013 | Chicago | CQALeung Cheuk Wai, Issac (QFIN, Year 3) Yung Yi Tak, Amy (QFIN, Year 3) Chan Ka Hoo, Jerry (QFIN, Year 3) Chen Jiaqi, Kate (QFIN, Year 3)

ChampionPeak Time 2013

While any team participating in a case competition will want to be the winner, what is not so obvious is that all the students who compete are winners in another way. Case competitions often provide good opportunities for students to interact with and learn from business professionals through coaching sessions that these professionals facilitate. Students can also expand their networks through case competitions beyond campus since sometimes the competition from other universities would arrange social and networking sessions. In the case of the competitions organized by L’Oréal and Ming Pao, these firms provide consultation sessions for students to interact face to face with directors and managers from their respective companies. Finally, case competitions often serve as a recruitment platform. Francis Cho (IBBA, Year 2) and Eddie Wong (IBBA, Year 4) from CUHK Business School both secured internships at Ming Pao as a result of their outstanding performance in the competition.

If participating in case competitions is already so beneficial academically to students, isn’t it better still to win it? CU iBUS asked the judges and participants from this year’s case competitions, together with our coaching professor Stella So (Associate Professor, Department of Marketing) to share with us their tips on achieving top performance.

“Professional QFIN academic background is one of the key factors that helped us achieve such a great result. Through lots of hard work in different university courses, we were able to acquire professional skills in stock picking which we could then leverage into real strategies in the Investment Challenge.

In order to ace case competitions, students need to study hard in their university courses in order to accumulate a broad range of professional and technical knowledge.”

- Amy Yung and Issac Leung (both QFIN, Year 3), Second Runner-up in the Chicago Quantitative Alliance Investment Challenge 2013

“Business knowledge provides the theoretical background against which a specific case can be analyzed. I think, in general, CUHK students are strong in this area.”

- Prof. Stella So, Associate Professor, Department of Marketing, CUHK Business School

“In our Brandstorm Competition, students are supposed to design a product for L’Oréal. However, in some of the proposals, how a team’s proposed product design is supported by their market research can be really unclear.”

- Charlize Kan, Human Resources Executive, L’Oréal Hong Kong

“It was not easy for us to grasp the brand DNA of L’Oréal at first and it is not something you can figure out merely from reading reports. We were often told that our proposed product is not tailored well to L’Oréal’s brand DNA to successfully represent it. So we did a lot of research on L’Oréal products and advertisements from different countries and found the similarities they each

Charlize Kan, Human Resources Executive, L’Oréal Hong Kong

Prof. Stella So,Department of Marketing, CUHK Business School

1 Solid business knowledge

2 Sufficient research support

tipSto win a

case competition

03

share. It is only by doing this that we finally managed to grasp the tone and feel of the L’Oréal brand.”

- Veronica Lau, Queenie Li and Peggy Tse (all GBS, Year 3), Champion in L’Oréal Brandstorm 2013 (Hong Kong Finals)

“The typical image of a CUHK student is humble, hard-working, and academically excellent. Yet, when standing in front of senior managers from a cosmetics company like L’Oréal, students have to change their usual style and present in a lively, creative, and even aggressive manner.

Language proficiency is also crucial. It is the basis for confidence. In the past, during the coaching sessions I even fine tuned the students’ intonation and pronunciation.”

- Prof. Stella So, CUHK Business School

“We aim to make our presentation not just informative but also interesting and interactive. On our Power Point slides we do not rely on words but visual images to attract audience to listen to us.”

- Veronica Lau, Queenie Li and Peggy Tse

“Students should present evidence and reasoning strong enough to support the arguments they put forth.”

- Ho Lai Kit, Community and Marketing Director, Ming Pao Newspapers Limited

“Students should understand the company’s background, what is currently in place and what is lacking in order to convince us why we should adopt their proposal. It is crucial they ensure the logical coherence of the proposalso as to convince the judges.”

- Jackie Lam, Strategic Development & Marketing Director, Ming Pao Newspapers Limited

“Students should approach professors and their schoolmates with experience in previous competitions for advice. I believe most of them are happy to help.”

- Prof. Stella So, CUHK Business School

“CUHK frequently emails students to inform them of case competition opportunities. Students should always be proactive whenever they receive those emails, and not be afraid to apply for those that match their interests and strengths. Marshalling the courage to actively participate is the first step to success.”

- Amy Yung and Issac Leung

“In terms of knowledge and skills, you may not be able to outweigh those of us who have been in the business for over twenty years, but what we really look for are the innovations that are proposed and developed by newcomers who see our business with fresh eyes.”

- Jackie Lam, Ming Pao Newspapers Limited

“Students, each with strengths in different areas, will be most productive and efficient when cooperating with each other, each contributing their specific skills to different tasks. As a whole, team members provide support to one another, so that they can march to success together.”

- Amy Yung and Issac Leung

Cover Story

Above all, practice makes perfect! Cherish every opportunity, be well prepared and JUST GO FOR IT!

4 Logical coherence

5 Be proactive

6 Be creative

7 good teamwork

3 Strong presentation skills

Jackie Lam, Strategic Development & Marketing Director, Ming Pao Newspapers Limited

Ho Lai Kit, Community and Marketing Director, Ming Pao Newspapers Limited

http://www.blogger.com/cuhk/case-competition.html

Day 1 (February 12th)

We arrived at Los Angeles International Airport in the afternoon. Despite our stiff legs and a severe lack of sleep, we were excited for the chance to explore Los Angeles a little. That evening, all participants were invited to the Welcome Reception at USC. Right after we entered the grand hall, everyone applauded to welcome us! We were overwhelmed and flattered but it was not until we turned around that we saw the real target of their applause. The USC band marched in behind us with their trombones, performing the traditional USC Trojans Fight Song. This marked the official start of our LA adventure.

Day 2 (February 13th)

Early this day, all participants headed to Santa Monica where the teams were split and reassembled into new teams to compete in the Scavenger Hunt. Teams were then sent on a city hunt, each being guided by a local USC student to search for and locate local landmarks pictured on photos given to them…… Besides the actual hunt, working with students from the other teams became the perfect opportunity to get to know them and make new friends. At the end of this day the climax came in the evening during dinner. Each university was asked to send a member to take the bull-riding-machine challenge at the restaurant where we feasted. Eric was the knight we sent to tackle the

mechanical bucking bull. Performing about as well as the other Asian competitors, he hung on to the bull that for us lasted ten seconds, but for him probably felt like an eternity.

Day 3 (February 14th)

Finally we got to walk on the soft grass at the USC campus. While taking lots of photos, we also swapped CUHK Business School t-shirts with other participants including those from the USC, Singapore Management University (SMU) and University of California, Berkeley (UCB). While we brought six to seven shirts thinking this would be enough, the stock was all quickly given away. On the other hand the souvenirs we received in return from the other universities are certainly the best souvenirs we brought back from LA. We then went sight-seeing and left our footprints in remarkable places like Hollywood and Beverly Hills.

Day 4 (February 15th)

On this day, the fun time was over and the serious work began. Teams had one day to prepare their cases. Thus they were given the case materials exactly twenty four hours in advance of their scheduled presentation time the next day. The case was about strategic measures for Owen & Minors, a US-based drug wholesaler that had acquired Movianto, a German logistics company. We were astonished as we are not familiar with this industry,

A team of four CUHK undergraduate students, Mok Ho Tsun, Ng Ho Yin, Adam, Vu Wai San, Adelaide and Yau Chun Wai, Eric (all ABS, Year 3), participated in the world class Marshall International Case Competition hosted by the University of Southern California’s (USC) Marshall School of Business. The competition was held between February 12 to 16, 2013. Here, they share their experiences and thoughts for each of the days they were away. And so, their journey commences……

Follow along with us as we travel to our case competitionLike · Comment · Share · 179

05

not to mention that the healthcare system in Hong Kong is very much different from that of the US. Nevertheless, we regained our composure quickly and applied what we learnt from a case competition training workshop conducted by a BA alumnus and consultant, Mr. Walden Lam that we had taken earlier this year. A tool he taught us, the objectives – complications - key questions approach helped us to identify and prioritize the key issues, and find solutions to the challenges facing management of the case company. Through good time management and specialization of labor, we managed to solve the case despite the company and industry being unfamiliar to us, even squeezing in an hour or two of sleep.

Day 5 (February 16th)

The fifth day was the big day. We got dressed with our heads hanging over the notes; only upon arriving at the venue did we have time to check if our appearance was neat and clean. The presentation went smoothly but the issues that the panel judges raised in the Q&A session never really came up during our analysis and review yesterday. While operational specialists focused more on technical issues like supply chain or sales channel management, C-suite executives were more concerned about the leadership style of an American company in a European context in order to deal with cross-cultural differences. This made us realize a good presentation should always achieve a

balance between functional focus versus top management perspectives. Appreciating this difference is what won University of British Columbia the championship.

Although we did not make it to the finals, we were very much impressed by the presentations of groups in the final round. While the solutions that they proposed were very well supported by their professional knowledge and hence very convincing; the presentation of their ideas was so well structured that one can grasp the main point effortlessly. Their presentations were so well-knit and the flow was so smooth that you can feel everybody’s attention focused closely on them.

Day 6 (February 17th)

The time flew by so quickly and so we found ourselves on our last day in LA. We made use of our remaining time to do some last minute touring around the city before taking the flight home in the evening. We visited Griffith Observatory, did some shopping in suburban shopping centers, but all too soon it was time to go to the airport. We promised one another that one day we will return together to visit Los Angeles once more.

By Mok ho tSun, adaM ng, adelaide Vu and eric yau; edited By adrian lai, Student reporter

How and why did you become a professor?Becoming a professor came to me as a natural progression. Indeed, I quite enjoy researching and teaching. As my studies progressed from undergraduate to postgraduate, my career path moved in this direction slowly but surely. I had stray thoughts about pursuing other professions when I was younger but in my mind being an academic has turned out to be the ideal profession for me, one that I have pursued for the better part of my life.

What advice would you give students who plan on pursuing his / her career in finance?Don’t focus too exclusively on i-banking. There are many career options such as in the corporate sector. To take advantage of all the opportunities a career in finance offers it is important to broaden your scope of development and vision.

What was the topic of your most recent research project?Starting a few years ago, I have been working on a series of papers regarding short-sales and pricing efficiency in the financial markets. I find this line of research significant because it has important regulatory policy implications for regulators as well as practitioners. Moreover it helps us to understand the pros and cons in the use of short-sale bans as a stabilizing vehicle.

Are there any courses offered at CUHK you would like to recommend?I would recommend taking any General Education courses that can allow more diversified intellectual development—particularly the socio-anthropological courses that are offered.

Nowadays, most of the students in Hong Kong (including CUHK students) are said to care more about their GPA when compared to their seniors in past classes. What is your opinion on this phenomenon?I believe emphasizing and focusing on GPA is well accepted as an important aspect of university life. In our society, there must be a measuring yardstick by which the education system provides some manner of standardized assessment for our future talents. However, the phenomenon I would object to would be an obsessive reliance on GPA scores to the exclusion of all other assessment measures. Student development must be diversified and individualized to allow true differentiation. GPA is merely one yardstick (although it is an important one)—it is the students themselves who bring their profile to life.

What was the craziest thing you have ever done?Pulling all-nighters rehearsing and jamming with my rock band in the good old days.

Could you share with us one of your most sentimental moments?One of my most sentimental moments was when my son walked into the kitchen, took my cigarettes and threw them into the bin, demanding I give up smoking. I worked up the spirit and got rid of the habit on the spot. It’s been nearly fifteen years ago since I last took a smoke.

Is there a book, song, or movie you would like to recommend to our students?The movie “The Great Gatsby”. It’s currently playing in cinemas, so do go watch it. Fitzgerald’s works are all very inspiring especially in terms of his portrayal of emotional struggle and social disintegration.

Prof. Joseph ChengChairmanDepartment of Finance

| Born on March 30| Serving CUHK since 1993| Affiliated to Shaw College

About your profession

About CuHK

About yourself

Faculty Spotlight

07Advertisement

Enrollment will begin in early JunePlease look out for e-mail announcement

At the donation ceremony, Prof. Dennis Fan, Associate Dean, CUHK Business School (third from right) and Mr. John Chu, Chief Investment Officer, AIA Group Limited (third from left) donated the digital cameras collected from the “Old E-devices Collection Day” held earlier this year to Caritas Hong Kong and Tuen Mun Catholic Secondary School. Rev Joseph Yim (second from right), Principal Michelle Ho from Tuen Mun Catholic Secondary School (first from left) and students received the cameras at the ceremony.

May11Hyatt Learning Center,Cheng Yu Tung Building

Breathe New Life in Your Old E-devicesDonated E-devices presented to recipients

09Lightbox

To learn more about the ‘Breathe New Life into Your Old E-devices’ campaign, please visit WeCareAboutEwaste.com.

Students asking our volunteers about school life.

Snap! Snap! Students excitedly trying out their cameras’ different functions.

Students visiting the teaching facilities at CUHK Business School.

Hong KongBrand Series

epilogue

Mr. Chu Ip Pui, Executive Director of Kerry Properties (Hong Kong) Limited

Mr. John Slosar, Chief Executive of Cathay Pacific Airways

Mr. Paul Pei, Executive Director of Sales & Marketing, Ocean Park

Mr. Sunny Cheung, CEO of Octopus Holdings Limited

Dr. Allan Zeman, Chairman of Lan Kwai Fong Holdings Limited

Mr. Leung Yiu Chun, CEO of Tao Heung

Ms. Deborah Cheng, Vice President of I.T Limited

Mrs. Viola Chan Man Yee Wai, Chairman of Tung Wah Group of Hospitals

Ms. Josephine Lam, Managing Director of sky100

“From time to time we need to take care of the four aspects of a shopping mall—the building, the mall, the tenants, and the customers.”

“At CX, we look at the entire journey. We take care of our passengers [both] on the ground and in the air.”

“Even though customers may not always be right, they always have to be satisfied.”

“Clients do not come to Octopus for the card; they come for the Clearing & Settlement System behind the card.”

“Changes take place every day. You have to anticipate the future, understand the present, and see how you can adapt to stay ahead and be the leader.”

“We have to fully exploit the advantages of standardized and centralized food processing and get rid of the constraints from relying heavily on any one chef’s personal skills.”

“Our mentality is to constantly be on the lookout for something new, something that others would not or would not dare to do.”

“We take care of the souls and wishes of local residents. We grow with the city in good times and bad. We connect with the souls of Hong Kong.”

“Hong Kong owns the world’s most picturesque skyline and we simply deserve an observation deck to capture all these unparalleled harbor views.”

11Front Row

By prof. leo Sin and dr. SuSanna kwok, departMent of Marketing

Companies in Hong Kong are becoming increasingly aware of the value of brands, which in the competitive dynamics of the marketplace can be a valuable (even if intangible) asset giving them an edge over the competition. Since last August, the Hong Kong Brand Series has presented nine actual brand cases selected from a wide range of locally based enterprises. Here we summarize and outline the seven elements that go into building a strong brand.

A brand is built on the basis of its respective products and services. Although quality products may not always translate into strong brands, strong brands are always a representation of quality offerings. The result is that consumers trust brands that are strong and are therefore willing to pay a higher premium for branded products.

Take Octopus (brand case #2) as an example. They employed Sony’s state-of-the-art FeliCa contactless card technology but proceeded to develop their own sophisticated Clearing & Settlement System to process transactions. Both hardware and software work together to ensure payments on Octopus are simple, efficient and reliable. These three objectives are an exact match to Octopus’ core brand values.

Strong brands must be created with superior brand DNA, including a clearly defined brand vision, mission and core values.

The vision represents a destination where at the end of a specific time frame the corporation wants to be. Note that when Octopus set their vision as becoming “synonymous with electronic payment systems”, it boldly highlighted the way forward and encouraged their staff members to push towards this common goal.

The mission statement explains why the company exists. For example, Ocean Park (brand case #1) exists

to bring a “memorable experience that combines entertainment and education, while inspiring lifelong learning and conservation advocacy”.

Core values spell out the principles guiding and shaping the organization’s behavior. sky100 (brand case #3) lives up to its three values of innovation, passion and pride.

The objective of positioning is to create a unique brand image or identity in the minds of the company’s target customers. By increasing the number of dining outlets, and focusing on a retailer mix that is either family or children-oriented, MegaBox (brand case #7) clearly positioned itself as a regional family mall. A clear positioning ensures MegaBox will appeal to their target segments.

Companies rely on their value chain to create and build economic value in the products they produce, in the process fulfilling their brand promises both implicit and explicit through those products. To achieve this, a company has to ensure the entire value added process starting with each function from R&D, sourcing and procurement, production and quality assurance, logistics and distribution, sales and marketing, staff training and financial management all the way to service and post-sales support functions well and coordinates smoothly with each other.

Tao Heung (brand case #8), for example, vertically integrated its supply chain by acquiring poultry farms and building its own logistics centers. With a well-designed and centralized-managed food processing system, it ensures food safety and guarantees a consistent product and service delivery. Nothing is left to chance.

Integrated marketing communication is the means by

Hong Kong’s star brands:lessons to be learned

1 Quality product3 Clear and well-defined positioning

4 Highly efficient value chain

5 Integrated marketing communication

2 Superior brand DNA

which the firm conveys a consistent brand image to the target customers through each and every contact point possible. These can include advertisements, websites, sales representatives, in-store decorations as well as PR activities. Through such means, consumers have a greater chance to engage and interact with the brand. Hence, they become acquainted and then involved with it.

Cathay Pacific (brand case #4) is known for launching creative corporate campaigns like the well known “I Can Fly” and the most recent “People. They make an airline” exercises. In addition, Cathay also actively sponsors different mega events including the Hong Kong Sevens. Such activities constantly put Cathay at the forefront of the public’s attention.

To some extent, the cost to most Hong Kong companies that focus on being original equipment manufacturers is that they have never been trained on doing product development independently. What they usually do is to copy the practices of leading U.S. or European firms, but the consequence of such copying is that over time such companies ultimately lose the ability to innovate. Yet it is through strong innovation capabilities that elevates the competitiveness of the brand.

Recall the two cases we illustrated, Lan Kwai Fong (brand case #5) and I.T (brand case #9). Thirty years ago, Dr. Allan Zeman was not content with the status quo and that’s exactly what motivated him to open his own California restaurant, and transforming the Lan Kwai Fong area in the process. Or contrary to traditional fashion retail industry practice, the Sham brothers have adopted a disruptive “multi-layer, multi-brand, multi-channel” clustering strategy since twenty-five years ago. They dared to be different, and the result is that they built the trend-setting fashion empire I.T.

Marketing strategy or brand management is no longer a discipline practiced and implemented strictly within the confines of the marketing department. Support, participation and endorsement from CEOs and other senior functional managers will all play a key role in brand building. Why do we call Dr. Allan Zeman the “Godfather of Lan Kwai Fong”? It is his vision, creativity and commitment as the Chairman of the Lan Kwai Fong Holdings Limited that has seen Lan Kwai Fong evolve from an anonymous back street into the hippest neighborhood in Hong Kong.

Front Row

did you know?

Explore the full series of eighteen brand cases in this book:

Hong Kong’s Star Brands by Prof. Leo Sin and Dr. Susanna KwokPublished by Ming Pao

ISBN: 978-988-8135-99-8

6 Ability to innovate

7 Endorsement from the CEO

13Newsroom

IBCE Batch 1 graduation Dinner 1

Date: April 29, 2013

The first batch of International Business and Chinese Enterprise (IBCE) students bid each other farewell on April 29 in the Regency Ballroom, Hyatt Regency Sha Tin. Opening with a beautiful music performance by Christopher Wong of IBCE Batch 1, the dinner featured remarks from Prof. Denis Wang, Mr. John Lai of CUHK Global Business Studies, as well as Dr. Timothy Doupnik, Vice Provost and Dr. David Hudgens, Director of Asia Pacific - International Activities of the University of South Carolina (USC), both of whom flew all the way from the U.S. to grace this occasion.

During the dinner, a specially produced commemorative video on which each of the Batch 1 students from CUHK and USC students appeared was screened. In addition, a certificate presentation and cake-cutting ceremony were also held.

Over forty students and guests attended this memorable occasion! Special thanks go to the organizing committee and the generous sponsorship of USC for making the dinner happen.

Fundraising bike trip 2

Date: May 28, 2013

By lolitta ho, Student reporter

“Upon graduation, I think it is a good time to do something I enjoy and at the same time help people who are not as fortunate as us”, said our final-year student, George Lau (BBA-JD, Year 3). After some reflection, George concluded a fundraising bike trip would serve both purposes well.

George and his two companions set off on Boundless 2000, an adventurous fundraising bike trip spanning over 2,000 km and covering eight countries in 50 days. All proceeds go to the “Bridge to China Charitable Foundation”.

In mainland China, many bridges often get washed away during the rainy season. To help address this issue, the “Wu Zhi Qiao (Bridge to China) Charitable Foundation” was set up to raise funds for building bridges. George and his companions purposefully selected a total of five bridges to visit in order to highlight the mission of the trip—to raise funds for

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SEEwHO’S

HIRINgNOw!

Dah Chong HongFriday, June 7, 2013Summer Intern (Corporate Communications & Marketing Team)

Shinewing (HK) CPAOn rolling basisAudit Assurance Services

HK Broadband Network Wednesday, June 5, 2013Assistant Marketing Officer

Forbes Private Capital group Sunday, June 2, 2013Summer Intern

Jebsen & Co.Sunday, June 2, 2013Intern (Marketing)Sunday, June 9, 2013Part-time Intern (HR)

wyethFriday, June 21, 2013Summer Intern (Marketing, Ethical Marketing, Digital Marketing, Trade Sales)

And many more openings now available in CUBA Database. Apply today!powered By cuBa dataBaSe

Newsroom

constructing much-needed bridges for the underprivileged in mainland China.

To show your support, you can make a donation of any amount to their cause. Every dollar counts! For more details and to make a donation, please visit this website: www.boundless2000.wordpress.com.

Cheers to the students for their generosity and proactive action!

Business School offers eighteen consultation sessions on Academic Planning Day 3

Date: April 13 and May 11, 2013

Every year the University invites thousands of top caliber secondary school students to join CUHK’s Academic Planning Day. Our Business School offered a total of eighteen consultation sessions this April (for S5 students) and May (for S6 students) in which Program Directors and Student Ambassadors met with and helped secondary school students explore our undergraduate business programs and identify their academic interests. We would like to thank the following faculty members and students for speaking and sharing at this event:

- Dr. Andrew Yuen, Integrated BBA Program- Dr. Anthony Law, Professional Accountancy Program- Dr. Joyce Wang, Professional Accountancy Program- Mr. Simon Lee, Hotel and Tourism Management - Program- Prof. Denis Wang, Global Business Studies & - International Business and Chinese Enterprise- Prof. Chow Ying Foon, Quantitative Finance Program- Prof. Albert Wong, Insurance, Financial and Actuarial - Analysis Program- Prof. Kwong Kai Sun, Global Economics and Finance - Program

Student Ambassadors included: Jenny Au, Rachel Chan, Charlotte Cheung, Hugo Chu, Skye Kei, Kelvin Kwok, Eva Kwun, Ian Lam, Alice Lau, Winky Lee, Arthur Luk, Timothy Ma, Rocky Shum, Jacqueline Suen, Kelly Yeung, Yami Yeung, Jack Yiu, and all the current students from the Global Business Studies and International Business and Chinese Enterprise.

Outreach efforts—admission talksDate School / Event Speaker

May 7 Carmel Secondary School

Mr. CW Chau, Project Coordinator

May 21 Tsuen Wan Government Secondary School

Mr. CW Chau, Project Coordinator

May 23 Orientation Program for Diocesan Girls’ School

Dr. Andrew Yuen, Assistant Dean

May 24 Information Seminar for International School Counselors

Prof. Denis Wang, Director, GBS / IBCE

15Column

In last issue, Matt shared with us the five most useful items for a journey. Yet, before you hit the road, read through Matt’s latest Column as you will find five other suggested items which can come in handy.

Help exchange contacts with a new acquaintance or jot down a few local phrases. Make some random notes when you have too many thoughts after meditating, whether on a hill or on an overnight bus. It’s also handy for drawing your question or comment as a picture or diagram to a local person when you don’t speak the same language as them.

The typical heavy duct tape that is available in any hardware store, often offered in a range of bright colors, and useful in any number of ways. Duct tape patches things back together when they fall apart. You can use it to mark a spot when you are trekking. It can prevent your shampoo or water bottle from leaking when you backpack is being bounced around. It temporarily fixed my worn fanny pack, the broken strap on my watches, even the snapped ends on the temples (the part that goes over the ears) of my sunglasses.

The bus may break down in the middle of nowhere—or the tour guide may pack too little for your trekking trip—or you want to avoid paying a highly inflated price for a quick bite at a tourist attraction—or you are in the middle of nowhere and don’t feel adventurous enough to sample the local food. Emergency food (including but not limited to energy bars) can quiet your growling stomach long enough for you to get to a more economical and reliable

place for your next meal.

Essential for outdoor activities like trekking, safari or jungle tour, when you are far from town and have no access to bottled water. One or two tablets can give

you a liter of drinkable water (subject to the dose of each tablet). Adding Vitamin C to the mix is not only good for your immunity, it also reduces much of the “distinctive” taste of the water sterilizing tablets to a more tolerable level.

Can really save you from a lot of embarrassment if your last pair of trousers or your T-shirt gets torn. Once you master the technique, it’s literally possible to fix any non-metal items. I sewed my flip-flops and backpack back together a couple of times. (I believe sewing up a wound on your own rarely happens outside of the movies, but well, it is

possible to sew up flesh injuries too.)

Hope you will find these items handy someday when you are on the road!

Matt Ng Alumnus, Quantitative Finance, Class of 2012

The top 10 most useful items when on the road (2)

ABOuT THE AuTHOR

Matt Ng took his first backpacking trip to Nepal during the summer of 2009, and ever since then he can’t stop traveling. During his one-year exchange studies in Switzerland, the same backpack saw him through Europe where he experienced all the highs and lows of being (at different times) a hitchhiker, a farmer, a lost and robbed traveler, and a homeless street sleeper. Matt recently returned from a five month adventure traveling through Southeast Asia, Africa and South America. In this column he shares with us stories from his journeys and experiences as a volunteer overseas.

6 Pocket notebook + Pen

9 water sterilization tablets + Vitamin C

10 Needle & Thread

7 Duct tape

8 Energy bar / Emergency food

Do you have all these in your travel pack?