Smith Open Lecture: MNCs Entering Rural Areas Emerging Markets

Smith Open Lecture: MNCs Entering Rural Areas Emerging Markets

When entering rural emerging markets - what are some success stories from Toyota, Unilever, Volkswagen Skoda, and several other firms?

In 2010, General Electric launched an investigation into how multinational corporations (MNCs) were adapting to rural emerging markets. A team of 33 executives and three academics examined models ranging from Toyota’s vehicle servicing program in East Africa to Nokia’s localized mobile handset financing in India to Egis Pharmaceuticals’ worker retention incentives in Eastern Europe. The project included 15 case studies from India, China, Africa, and Eastern Europe.

Dr. Judy Frels will share with us the common tactics that these MNCs have used to successfully adapt to rural markets in emerging regions across five key organizational functions: Product Development, Distribution, Service, Financing, and Human Resources.

Please join us in our special presentation aboutMulti-national Firms Entering Rural Areas Emerging Markets, presented by Dr. Judy Frels, from the Smith Business School, University of Maryland.

Time: Wednesday, September 10, 2014, 7:00pm-8:30pm

Venue: Marriott Hotel Northeast, Beijing, Salon Room 6

Refreshments will be provided

Professor Introduction:

Dr. Judy Frels

Professor of Marketing at the Robert H. Smith School of Business

Professor Judy Frels holds a Ph.D. in Marketing from The McCombs School of Business at University of Texas at Austin.

She rejoined Smith after spending four years as Associate Professor of Marketing at Audencia Nantes School of Management in Nantes, France where she was also the Head of the Marketing Research Axis. At Smith, she is the Academic Director of the Online MBA program and teaches Marketing Strategy and leads Action Learning Projects at the EMBA and MBA levels. Prior to moving to France in 2010, Judy held faculty and staff positions for 11 years at Smith

Her research focuses on consumers’ perceptions of environmental products and firms’ strategies for entering emerging markets.

Judy’s international experience includes an overseas technical assignment with IBM Japan and executive-level teaching in Milan, London, Tianjin, Beijing, Cairo, and Horgen, Switzerland.

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