Abstract
In a global business environment, marketing education must support students to develop cross-cultural agility and adeptness with an aim to enhance their employability. This article contributes with an experiential cross-cultural exercise that enables students to develop new enterprises in collaboration with other students in a different country through virtual teamwork. The exercise exposes students to practical cross-cultural learning, enterprise development, and virtual team management. Results from students’ reflection journals indicate that the exercise is enjoyable, builds confidence in a range of skills, and prepares students for future employment. We offer guidance and direction on how to design and execute this experiential cross-cultural exercise and also highlight the challenges faced and strategies for success
Original language | English |
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Pages (from-to) | 244-257 |
Journal | Journal of Marketing Education |
Volume | 36 |
Issue number | 3 |
Early online date | 29 Jun 2014 |
DOIs | |
Publication status | Published - Dec 2014 |