nn

Economics and Business Faculty association

INTERNATIONAL BUSINESS RESEARCH

MEXICO

TABLE OF CONTENT

I. INTRODUCTION TO IBR.................................................................................. 3II. SUPERVISING PROFESSORS........................................................................ 4III. RESEARCH DESIGN........................................................................................ 5IV. TIMELINE IBR................................................................................................... 6V. REFERENCES................................................................................................... 7VI. OPPORTUNITIES.............................................................................................. 9VII. CONTACT DETAILS......................................................................................... 10

2

International Business Research (IBR) is a research project linked to the Faculty of Economi-cs 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 meets high standards.

Founded in 1988, IBR consists of two parallel research projects. Each consists of an Execu-tive Board, 20 student-consultants, a carefully selected Advisory Board, and two supervising professors of the University of Groningen. Both projects focus on doing research in emerging markets outside of Europe. For 2019 these two, carefully selected, countries will be Mexico and Indonesia.

The research project serves two purposes. First of all, we offer companies tailor-made profes-sional research in growing economies that is supervised by two professors of the University of Groningen at cost price. Secondly, IBR offers twenty-five top quality senior students the expe-rience 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 2019, extensive desk research will be conducted until mid-April. After this prepara-tion phase, a five-week field research trip will be organized to locally gather relevant data. Af-ter 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.

3

1. INTRODUCTION TO IBR

The research conducted by IBR Mexico 2019 will be supervised by dr. J.C. Hoekstra and dr. P.J. Marques Morgado. 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.

4

II. SUPERVISING PROFESSORS

Dr. J.C. HoekstraDr. Janny C. Hoekstra has over 30 years of work experience in the aca-demic fields of marketing and market research, including responsibilities as the chair of her department. She is an associate professor in the field of marketing, held a part-time professorship at the Erasmus University Rotterdam, and has taught master courses at the universities UCLA (Los Angeles) and LUISS (Rome). She is also active in the field of executive teaching.Dr. Hoekstra has proven her added value during six IBR-projects (Mexi-co, Argentina, China, Colombia, Chile and Africa & Mozambique), as she guided the student-consultants in transforming interesting business ques-tions to measurable business cases. Therefore, dr. Hoekstra will be of great value for IBR Mexico 2019 to ensure the validity and quality of all researches.

Dr. P.J. Marques MorgadoDr. Paulo J. Marques Morgado has more than 20 years combined busi-ness and academic experience. He teaches International Business and Management at the University of Groningen. He developed a Learning Community theme around strategy, real options and game theory with international companies, and programs with Santa Clara University, Uni-versity of Coimbra and other universities in Africa. Dr. Marques Morgado was Financial Director at Nalco Energy Services (an Ecolab Company), supporting the oil and gas industry. He worked at Eastman Chemical Company based in The Netherlands, as a Business Finance Analyst with EMEA responsibilities. He worked across the world in different industries like defense, telecom, data storage, FMCG, chem-icals, and oil and gas with large known global companies in operations, sales, marketing, and finance. Dr. Marques Morgado is member of the NABC Netherlands Africa Business Council; Country representative of the Africa Trade and Investment Global Summit (ATIGS); Academy of Man-agement, Strategic Management Society and other professional associ-ations.

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 country 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 work-shops 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 2019 an intensive pre-re-search 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 discus-sed and set up. 3. Field research in the country of Destination: In April and May 2019 the student-consul-tants will spend five weeks in Mexico. 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 pre-sented 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, 2019.

5

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 8 - JA N U A RY 2 0 1 9 Students spend on average ten hours per week on activities related to IBR. They will expand their knowledge of Mexico, 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 1 9Students 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. Futu-re meetings in Mexico 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 1 9Students will leave for their country of destination. A five-week field research will be conduc-ted 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 1 9This 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.

6

IV. TIMELINE

‘‘The students were very competent in investigating the chances for export of used commer-cial 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 de-cisions 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 mar-ket 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 charac-teristics combined with a solid amount of academic knowledge yielded a valuable market re-search 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 partici-pants 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

7

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 internatio-nal 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 use-ful 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 com-panies 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.

8

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: com-petitor analysis, consumer research, distribution analysis, partner analysis, sector analysis, import analys, export analysis and feasibility research.

In short, at a cost of €9500,- (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 Mexico in April and May of 2019;• Cooperation with students from local universities (Local Student Consultant Project);• Supervision of two 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 ques-tions or references of companies for which we have conducted research in the past, feel free to contact us.

9

VI. OPPORTUNITIES

Mitchell LevölegerChairman, IBR Mexico 2019

p: +31 (0) 50 363 4212| m: +31 (6) 516 949 22e: m.levoleger@ibrgroningen.nl

Tosca VennemannVice-chairman & Treasurer, IBR Mexico 2019

p: +31 (0) 50 363 6857| m: +31 (6) 509 941 79e: t.vennemann@ibrgroningen.nl

Kelly SchramaExternal Relations, IBR Mexico 2019

p: +31 (0) 50 363 3167| m: +31 (6) 348 851 03e: k.schrama@ibrgroningen.nl

Sophie SchönfeldExternal Relations, IBR Mexico 2019

p: +31 (0) 50 363 3703| m: +31 (6) 123 504 74e: s.schonfeld@ibrgroningen.nl

Niels van LohuizenPR & Travel Logistics, IBR Mexico 2019

p: +31 (0) 50 363 9027| m: +31 (6) 818 313 35e: n.vanlohuizen@ibrgroningen.nl

10

VII. CONTACT DETAILS