This study was prepared and executed by students who took the International Marketing Project class in SS 2010.
In this three-week class, the students attended lectures instructed by professors of Anthropology, Engineering, Entrepreneurship and Marketing at our partner university California State University, Fresno. The students made site visits in order to gain hands-on experience in the area of innovation. During their stay in Fresno, students worked in intercultural teams and conducted feasibility analyses and developed marketing plans and entry strategies for selected E.U. markets. They worked for a Fresno client who wanted to extend its business to Europe. At the end of the term, students presented their findings to a panel of professors and company representatives.