Bridging the Gap: Theory Meets Practice in Lyon

My initial expectations of the international business study trip to Lyon was to see theory on international business put into practice. Prior to the trip, the "International Business in Context" module provided a foundation in key concepts like the Uppsala model, which emphasises a gradual approach to internationalization. Seeing this approach in action at Aldes, a French manufacturer of air quality solutions, cautious about international expansion, solidified this concept. The trip also challenged me through the group project to develop a business plan in the French market. This project experience solidified my skills in conceptualizing business ideas for multinational enterprises (MNEs) or small and medium-sized enterprises (SMEs) venturing into foreign markets like France. This trip truly bridged the gap between theory and practice in international business and met my expectations.

Cultural Immersion and its Impact on Business

Immersed in the vibrant culture, I learned that French business professionals tend to maintain a clear separation between work life and personal life. This, along with France's high uncertainty avoidance score on Hofstede's tool (86), helps explain a risk-averse approach to internationalisation, evident in companies like De Boisseyt, which focuses on geographically close markets and Aldes which exemplifies this cautiousness with thorough market research, country screening, and minimizing resource commitment through non-equity modes like direct exports.

Global Marketing Insights:

Interacting with international professionals broadened my understanding of marketing, especially its practical application within a cultural context.  Effective marketing goes beyond advertising, and needs are influenced by social factors and culture , not only economic dimensions. I also learned about value creation of products and services, meaning value is found in the relationship between quality and consumer perception. Redefining markets based on perceived values can lead to success even in saturated environments. This trip ignited a passion to work as a market entry specialist, guiding companies seeking to navigate the cultural landscape of France, like the one I experienced.

Memorable Experiences and Learning:

A standout experience was visiting De Boisseyt, savoring their vineyard-made wine and learning about their geographically focused expansion strategy. The informative boat ride on the Rhône River deepened my understanding of Lyon's history, including the intriguing legend of the Holy Grail on Ile Barbe. This unforgettable trip was a powerful blend of education, inspiration, and cultural immersion that will forever shape my future career path. The trip was an invaluable experience for students like me and filled critical knowledge gaps from a practical perspective that classroom learning couldn't bridge. It provided a deep dive into the realities of doing business in France, from cultural influences to market entry strategies.

A Lasting Impact:

This trip was a transformative experience. It ignited my passion for market entry strategies, particularly understanding the cultural intricacies of marketing and the flexibility of internationalisation models. Witnessing companies like Aldes blend cautious expansion with market research solidified my desire to guide companies navigating these complexities, especially in European markets.