María Valencia's thesis, ‘How to align global strategy with local market needs through APAC Netnography,’ was praised for its originality, methodological rigour and strategic relevance.

It was written under the supervision of Arthur Nguyen as part of the Master 2 European Business Management programm, the only 100% work-study programme in the Master's in Management and International Trade. 

   

A subject at the core of international issues

This thesis, written during her work-study programme at Groupe SEB, examines how innovative methods such as netnography — based on the analysis of spontaneous online consumer interactions — enable international companies to better capture weak signals and local expectations. 
Using the case study of Groupe SEB in Asia-Pacific, it explores how these insights can help bridge the gap between global strategy/offerings and the specific needs of local markets, in order to remain competitive and relevant in complex and dynamic environments.

14th edition of the Auvergne-Rhône-Alpes CCE Grand Prix, International student projects

The Grand Prix is open to students in the region who are in their second or third year of higher education or in their fourth or fifth year of higher education at a public or private higher education institution in the Auvergne-Rhône-Alpes region.

Students must have carried out an international development project on behalf of a French or international company: internship, commercial establishment, distributor research, market or feasibility studies.


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We warmly congratulate Maria Valencia on this outstanding achievement, which demonstrates the excellence and commitment of our students to meeting the challenges of international trade.