NMMU Business School Director and MBA students participate in International Trend Forum in Europe

Fifteen Nelson Mandela Metropolitan University (NMMU) Business School second and third year MBA students are participating in the 2012 International Trend Forum in Germany next week (20 – 25 May).

According to NMMU Prof Kobus Jonker, “Students are selected for the International Trend Forum’s Young Professional Intercultural (YPI) training programme based on outstanding academic performance.”

Participants experience intercultural challenges in the global world and connect with peers from various countries, professions and companies. “Our MBA students work on a trends research project in which they examine cultural factors, standards and critical success factors for international business. NMMU students will present their findings live, joining MBA students from leading business schools such as Ostfalia University and the University of Massachusetts,” according to Jonker.

Prof Steve Burgess, the NMMU Business School Director, will deliver a keynote speech to executives at the main event. The internationally-respected marketing and emerging markets scholar believes that the International Trade Forum is especially relevant in a rapidly globalizing global marketplace.

“The three most important things in business today are context, context and context. No matter where a business operates, in one or several countries, managers must understand how diversity affects the way people behave as buyers, consumers and members of organisations--within and across national and local contexts.

"The YPI Programme helps participants build intercultural and international professional competencies, while learning to recognise and reflect on their potential as individuals. They learn new ways to model and understand global complexity and get exciting new insights into sustainable business behaviour across cultures,” he said.

Burgess believes that presenting research and interacting with MBA students from leading business schools helps NMMU MBA students benchmark their competencies and the School against leading international programmes.

“We are especially excited about making an African contribution to the programme. NMMU is the only African business school participating at the International Trend Forum. Our students return to the Eastern Cape and South Africa ready to inject new insights into their organizations and the region,” he said.

Participants will be hosted by the SA embassy in Berlin on Friday to close out the visit.