The Broad College of Business at Michigan State University (MSU) has once again proven its prowess in international business education. A team of undergraduate students – Shravya Ramesh, Ben Staelber, Hannah Bagaric, and Luke Boldman – representing MSU, secured second place in the prestigious 2023 Student Case Competition organized by NASBITE International. This achievement not only highlights the students’ exceptional talent and dedication but also underscores the value of practical, real-world experiences in shaping future global business leaders.
Laurie Wolff, Distinguished Fellow and case competition lead at NASBITE International, expressed her admiration for the MSU team’s consistent high performance. “The teams from Michigan State have been top contenders in past competitions and consistently deliver actionable solutions for the sponsoring companies. I’m so glad we get to recognize their hard work and great advice as our runner up this year,” Wolff stated.
Each year, the NASBITE International Student Case Competition challenges undergraduate teams from various international business programs to tackle a real-world challenge faced by a U.S. exporting company. Students are tasked with identifying the most promising international market and devising an effective market entry strategy. The competition’s design directly aligns with the knowledge and skills required to earn the Certified Global Business Professional (CGBP) credential, effectively serving as a Cgbp Career Explorer Tool for participants. By engaging in this rigorous competition, students gain invaluable insights into the complexities of international trade and assess their aptitude and interest in pursuing a career in this dynamic field.
This year’s case study focused on Procedural Technologies, a company keen on expanding into African markets with its cloud-based healthcare service. This unique product presented a novel challenge to the student teams. “This year’s competition was unique in that the product was a cloud-based, health care service. Many of the traditional tools students might use to research potential markets wouldn’t work,” Wolff explained. She further emphasized the evolving nature of international trade, noting, “Exporting doesn’t have to mean goods physically cross borders, especially as our economy shifts toward even more knowledge-based services.”
Hannah Bagaric acknowledged the demanding nature of the competition, highlighting its significant learning outcomes. “This competition allowed me to explore an industry and market that I previously was unfamiliar with, and the number of lessons I learned regarding problem solving and teamwork were invaluable. I am so grateful to have had this opportunity!” Bagaric remarked.
Steve Baker, President and CEO of Procedural Technologies, the sponsoring company, lauded the MSU team’s practical and insightful approach, particularly their pricing strategy. “The recommended GDP-based pricing scheme is built to scale Procedural Tech globally and will be used to assist us contour our regional pricing,” Baker commented, demonstrating the real-world impact of the students’ work.
Ben Staebler emphasized the depth of learning facilitated by the NASBITE competition’s format. “Being able to take part in this competition was an amazing learning experience that pushed me to the boundaries of my knowledge. As opposed to other competitions, NASBITE being a longer case competition, let our team dig deep into our research to justify and fortify our ideas and suggestions,” Staebler said. He further added, “This level of knowledge on this specific topic would not have been possible in any other competition. In addition, being able to present to someone that works in and makes decision for the company was a very rewarding experience because it felt like our ideas were being heard and actually have a chance at implementation.”
The MSU team’s thorough analysis led them to identify Nigeria as the most promising market for Procedural Technologies within Africa, pinpointing specific regions with high potential. Baker affirmed the value of their findings, stating, “The team’s comprehensive analysis has increased our awareness of intra-country differences and will inform our strategic decision-making as we expand our presence in Nigeria.”
Shravya Ramesh highlighted the transformative brainstorming process the team underwent during the competition. “I never would’ve imagined that a case competition could open up so many connections and that as students, we could be making a real-life impact on an organization with our ideas,” Ramesh shared, emphasizing the empowering nature of the experience.
Wolff clarified that the competition’s focus extends beyond simply selecting the “right” market. “People may be surprised that winning isn’t so much about the specific market the team selects, but more about the supporting package of analysis they deliver. A systematic way to establish prices in countries with different levels of income was one of the challenges, and this team definitely had the best solution for that,” Wolff explained. She concluded by recognizing the broader benefits, “Procedural Technologies is the real winner because now Steve has leads in multiple markets to pursue.”
NASBITE International’s commitment to enhancing international business education is evident in the success of this competition. Janhavi Venkatesh, the MSU team’s advisor, confirmed its positive impact on students’ career readiness. “The NASBITE case competition provided the students with a unique opportunity to apply classroom knowledge to a real-world problem,” Venkatesh noted. “It is a valuable experience for any student interested in a career in business and provides that “extra edge” for students preparing to enter the workforce.” For students considering a career in global business, participating in competitions like NASBITE’s and pursuing certifications like CGBP serves as an effective CGBP career explorer tool, providing both practical skills and a competitive advantage in the job market.
This year’s competition was partially supported by a grant from the International and Foreign Language Education (IFLE) U.S. Department of Education. It’s important to note that the competition’s contents and results do not necessarily reflect the U.S. Department of Education’s policies, and federal government endorsement should not be assumed.
