Jamie Merriman is the Acting Director of ITA’s Office of Strategic Partnerships
Baruch College, an ITA Strategic Partner, is empowering its students and solving real-world business problems through an innovative program with ITA’s U.S. Export Assistance Center (USEAC) in New York City. Students in Professor Rajeev Sawant’s capstone class in the undergraduate international business major have an opportunity to assist local businesses that are clients of the USEAC with their strategy for entering international markets.
As part of their capstone class, the students work on a real-life case applying their theoretical learning to help a local company go global. This ‘live case’ method of teaching has provided practical help to real companies in NYC.
One company, Beauty Solutions, asked the students to identify the most promising new export markets for its lipstick brand. The students researched various markets, analyzing the level of interest in U.S. products, the stability of the local currency, and the percentage of shopping done via television, as well as other factors. The students developed a methodology to rank the researched markets and presented their findings to Jerry Rauchwerger, the President of Beauty Solutions and a Baruch alum, at the conclusion of the course. Beauty Solutions found tremendous value in the students’ advice, and is utilizing their recommendations in planning its international marketing strategy.
The capstone program has provided actionable market insights to other businesses in the NYC area – and even generated employment opportunities for some enterprising students! The students also supported ITA and Baruch last week during World Trade Week NYC.
ITA Strategic Partners like Baruch College provide critical linkages between ITA and U.S. businesses, helping us to reach more exporters and arm them with the information they need to succeed in today’s globally competitive marketplace. ITA’s mission to strengthen the competitiveness of U.S. industry and promote trade and investment strengthens the U.S. economy, supports U.S. jobs, and fosters long-term, sustainable growth.