Eliminating cost obstacles, addressing worldwide business challenges

Ross scholars excel in tackling practical market obstacles overseas

Article and images by Fernanda Pires
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After investigating the firm’s past, evaluating rivals, and understanding consumer preferences in the U.S., Team #5 feels assured that Waterdrop Inc. can seamlessly penetrate the American market.

The European hydration brand encounters the distinct challenge of communicating taste and flavor without delivering liquids—where packaging becomes a vital element.

“With an effective strategy, Waterdrop can establish itself as a leading hydration brand in the United States,” stated University of Michigan business major Vanessa Perozo as her Team #5 presented innovative marketing concepts during an intensive spring break course at Wirtschafts Universität Wien (Vienna University of Economics and Business).

“We discovered that Waterdrop aligns perfectly with American consumer trends, situated at the crossroads of convenience and sustainability. Optimizing various marketing avenues to foster credibility and brand recognition is essential.”

A sophomore at U-M’s Stephen M. Ross School of Business, Perozo and her teammates offered insights derived from their research and crafted a campaign intended to connect with U.S. consumers.

Waterdrop, renowned for its environmentally friendly microdrinks—crafted to enhance the flavor of water while minimizing single-use plastic—has made progress in the U.S. beverage sector yet aims to rise as a foremost hydration brand.

“Witnessing the representative from Waterdrop be so enthusiastic and appreciative of our suggestions was truly motivational,” remarked Victoria Pinto, U-M master of management student and member of Perozo’s group. “This experience ignited my curiosity about what it entails to market products globally. The course was fast-paced and really engaged me, pushing me to think critically and profoundly.”

The Vienna Spring Break initiative aimed to furnish 13 Michigan Ross undergraduate and master’s students with practical exposure. Instead of engaging the students with theoretical case studies, WU Wien assistant professor Eva Marckhgott—who instructed the course—partnered with a real business encountering genuine challenges.

“This established a mutually beneficial scenario: The company received fresh insights while the students gained crucial experience working on real-world issues,” stated Marckhgott. “As a consumer researcher, my primary aim is to comprehend consumer behavior.

“Transformation is complex without an understanding of why consumers behave as they do. I consistently motivate students to empathize with the consumer. This reflective approach allows them to analyze their own behaviors and attain insights into the factors influencing their purchasing choices.”

For Lina Mežapuķe, senior product manager for e-commerce at Waterdrop, collaborating with business students is critical for maintaining the company’s concepts sharp and inventive.

“Their novel perspectives assist us in identifying blind spots and investigating angles we may have overlooked,” she commented. “We place great importance on external feedback—understanding how others view our brand and what lessons we can extract from it. The students contribute remarkable energy, insights, and creativity, immersing themselves in research and proposing concepts that challenge us to reconsider our methodologies. It’s a consistent source of inspiration.”

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During their time abroad, students also gained insight into significant social challenges, such as the climate emergency, mental wellness, aging demographics, and the scarcity of resources. They delved into the progression of consumer demands and habits, assessing how businesses can respond ethically.

“Being a tactile learner, I valued how the program was organized,” Perozo mentioned. “Differing from a conventional classroom experience, this immersive, intimate learning opportunity cultivated meaningful relationships among instructors, students, and peers. Witnessing their extensive knowledge and proficiency was remarkably beneficial, enhancing my education and overall experience by imparting perspectives I might not have gained otherwise.”

Participation in brief international programs has typically been expensive, particularly following the pandemic. This challenge led the Ross Global Initiatives team to re-evaluate their framework and work together inventively with reliable international associates.

They introduced a revised approach: Instead of dispatching faculty overseas for short-term immersions—often depending on expensive third-party agencies for logistics—they capitalized on the expertise of partner institutions, with local educators providing high-caliber, tailored academic experiences and addressing locally pertinent subjects.

For this version, each Michigan Ross participant incurred roughly $950 plus airfare for a one-week, 1.5-credit marketing course. In contrast, the faculty-led spring break excursion to Italy the previous year amounted to about $3,000.

Applications for Ross’ short-term immersion programs surged from 72 last year to 156 this year, with the number of confirmed attendees climbing from 27 to 93.

“We implemented the new framework and witnessed a significant increase in applications,” stated Jessica Oldford, managing director of Ross Global Initiatives. “This year, we are sending three times more short-term students compared to last year. This approach minimizes the financial burden on students while enhancing their mobility—the true essence of studying abroad.

Some partner institutions, particularly in Europe, have a greater number of students eager to come to Ross for semester exchanges than what the school is capable of reciprocating. This disparity creates
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A surplus of trade credits that the institution can leverage.

“As a previous first-generation, self-financed university student, I recognize the challenges of studying abroad, so access to international programs is always a priority for me. It was genuinely global on all fronts,” Oldford expressed.

After a successful pilot year, the RGI team is now focusing on introducing more short-term programs hosted at partner institutions.

“We intend to retain the existing offerings and develop additional programs to provide our students with more options,” Oldford indicated.

Cost was a significant factor in Hussein Yassin’s choice to participate. As a BBA senior minoring in music, he is aiming for a career in marketing while striving to make a positive influence in his professional endeavors.

“Though this program was my preferred option, affordability was a critical factor in deciding whether I could enroll,” Yassin stated. “This course has expanded my view on marketing for social good. Collaborating with a real-world company that is making strides in promoting healthy lifestyles was an incredibly fulfilling experience. Witnessing how product design and positioning can incite positive change in the world was motivating.”

Additionally, the cultural elements of the program resonate with Yassin’s interests.

“As a music minor who has thoroughly studied Mozart’s compositions for years, the chance to visit Salzburg, Mozart’s birthplace, was very appealing to me,” he remarked. “This experience enriched my grasp of marketing and allowed me to connect with a historical aspect I have long treasured.”

From music to history, plus business (always!)

The program’s affordability was also pivotal for first-year student Molly Burke. Pursuing minors in real estate development and history to forge a career in affordable housing development, she sought innovative methods to align her academic journey with significant real-world impact.

“Given the often hefty costs tied to international programs, this was a rare opportunity to gain global exposure without significant financial barriers,” Burke explained. “This overseas experience provided a much more hands-on, immersive setting where I could implement marketing strategies in a global backdrop while simultaneously gaining insights into cross-cultural business practices.”

Among the program’s highlights, collaborating with students from various cultural and linguistic backgrounds prompted Burke to modify her communication style, ensuring her presentations were clear, engaging, and universally comprehensible, she noted.

“The rapid pace of the program required me to quickly sharpen my ability to convey ideas effectively, a competency that will undoubtedly benefit me in both academic and professional realms moving ahead,” Burke cited.

“Recognizing how companies tailor their strategies for varied markets is crucial for global success. As I consider international expansion, I feel more assured in analyzing consumer behavior and navigating new business landscapes. Additionally, working alongside individuals from diverse backgrounds will be invaluable as I pursue future prospects overseas, whether through study initiatives or a career in international business.”

Cross-cultural curiosity: Global experiences and entrepreneurial innovation

Having recently completed her computer science degree from U-M’s College of Engineering, Hazel Shibu promptly entered the Ross Master of Management program. Originating from Abu Dhabi, Shibu is now focused on growing her family’s perfume business, Luxury Concept Perfumes, via strategic international marketing while also aspiring for a career in venture capital and aiding global startups.

“As our family’s business exports perfumes to Europe, I sought to enhance my understanding from a European perspective, particularly regarding Austrian customer behavior,” Shibu stated. “Studying abroad not only illuminated how marketing theories translate to different cultural contexts but also facilitated collaboration with peers from diverse backgrounds—resulting in a more holistic and inventive final marketing project.”

For Shibu, one of her main takeaways was the value of curiosity.

“The more curious I am while researching and observing, the more innovative my final product becomes—shaped by well-rounded investigation and enriched by varied perspectives,” she remarked.

With intentions to integrate these insights into her family’s perfume enterprise, Shibu aspires to refine brand narratives, elevate international consumer attraction, and sustainably scale operations in global markets. Beyond entrepreneurship, the experience has also piqued her interest in venture capital.

“By intertwining my practical experience in the fragrance sector with a broader investment viewpoint, I hope to assist businesses in expanding within diverse, cross-cultural environments,” she mentioned. “Ultimately, the significant social experiences truly characterized this trip for me. I forged lasting connections with remarkable peers, each contributing a unique cultural background and viewpoint on daily life.

“Our discussions—encompassing local customs, personal philosophies, and international business practices—expanded my worldview and underscored how much wisdom arises from engaging with those who perceive the world through a distinct lens.”