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Michigan State University
Center for International Business Education and Research
C I B E R     N E W S

12 January, 1998 Volume 8, Number 6


Did you know?
International Development Research Initiation Grants for Foreign Travel are Available through the Center for Advanced Study of International Development (CASID) and WID. For more information, please call (517) 353-5925.
International Business Forum Tackles Selling on the Internet

At the December International Business Forum, speaker Stephanie Braman, Manager of Information Systems for Delphi Stained Glass, spoke to Forum members about the process her company used to launch its business onto the internet, and the success they have since experienced.

Delphi, a 25-year old leading mail order supplier of stained glass-related products, began using the internet in 1995 for customer support and education. With a large (148-page) catalog of supplies, the company was anxious to put the products on-line, so customers could view products sooner.

Initially, Delphi hired the Voyager company to design and launch its web page, which took about 6 weeks to get up and running. Since stained glass is a niche product with customers located all around the world, the internet provided a great opportunity for the company to reach its international and rural buyers with greater speed. Use of electronic mail has also transformed its operations. Currently Delphi has a list of 12,000 e-mail addresses to which it markets, with a 10% response rate. Receiving between 150-170 e-mail messages per day, Braman believes this is a good way for companies "to get their feet wet" when considering doing business electronically.

In 1996, Delphi began to sell products on the internet. Now running its web site in-house, Delphi has had over $500,000 in sales in the past two years from the internet. Braman described how cross-linking its web site to those of other related industries (such as woodworking) has led to an increased customer base. She also advised registering with major search engines, using key words and a 25-30 word write-up. Presently Delphi uses Eudora for its e-mail, and Netscape as its browser.

Delphi has faced some problems along with its successes. Customers who were in the past reluctant to give their credit card numbers over the telephone, also felt uneasy about providing them over the internet. To combat this, Delphi uses an encryption device which makes the exchange safer and reassures its customers.

In addition to information on purchasing products, the company's web page includes a free tutorial on how to cut stained glass. Braman believes that the basis of her business in "education and the free sharing of information." And having now taught over 100,000 people how to make stained glass, Delphi's use of the internet has done much to both educate and increase sales at the same time.


International Business Forums are monthly luncheon presentations sponsored by the Lansing Regional Chamber of Commerce and MSU-CIBER for the area international business community. For more information and reservations, please contact Linda Peterson at (517) 487-6340 ext.33.


MBA Study Tour Set for May

The Eli Broad Graduate School of Management is sponsoring a study tour for MBA students wishing to study the emerging market of Turkey. The course will be led by Professor S. Tamer Cavusgil (a native of Turkey) and Associate Dean Harold Sollenberger, assisted by MBA student Tolga Tanguler. Three credits in either International Business (MSC 860) or Developing International Markets (MSC 862) can be earned by completing this course.

The program will begin with a week-long, intensive module on emerging markets. Through discussion, guest lecturers and readings, an in-depth understanding of the economic, social, and political environment of high-growth economies will be developed. A methodology for assessing the potential of these countries from the perspective of U.S. companies doing business there will also be addressed. This preparation period will take place on campus 11-14 May.

The group will leave for Turkey 16-26 May for a first-hand look at the Turkish economy and the business community as a case study of emerging markets. Over a 10-day period, interviews will be conducted with Turkish business executives, industrialists, educators, and government officials in order to gain insights into the dynamics of the Turkish economy and business enterprises. Scheduled visits include trips to Citibank, the Istanbul Stock Exchange, Siemens, Procter & Gamble, and Renault, just to name a few. An optional vacation tour after the trip is available.

Upon returning to the U.S., students will write an executive position paper, highlighting pertinent findings and insights gained from the experience. The cost for the trip is approximately $2400, which includes airfare, local transportation, accommodations, most meals, and course fees. Only 20 students will be accepted, so those interested should contact Tolga Tanguler soon in the MBA office at 355-7604.


Conference on Globalization, the International Firm, and Emerging Economies to be held in Turkey in May

Held in conjunction with the Annual Meeting of CIMaR (Consortium for International Marketing Research), the conference "Globalization, the International Firm, and Emerging Economies" will be held 27 May-1 June at the beautiful Golden Dolphin Resort in Cesme, Turkey. CIMaR consists of 20 international marketing faculty representing more than 10 countries, and has been meeting for 5 years.

The conference is devoted to an intense examination of the implications of market globalization on a diverse set of firms engaged in international business, and the unique challenges for emerging economies (such as Turkey) also vying for a competitive position in a dynamic marketplace.

Specific topics to be addressed include: consequences of market globalization on individual firms and emerging economies; firm strategies for pursuing competitive advantage in international markets; international strategic alliances among companies and nation states' global supply chain management; learning organization; new tools in information technology for managers; and public policy issues.

A call for papers has been announced, and participants should submit a synopsis of five pages by 30 January 1998. The synopsis should contain a discussion of issues/research problems, appropriate methodology, key findings, and conclusion.

For more information, please contact Professor S. Tamer Cavusgil at (517) 432-4320, or Professor Attila Yaprak of Wayne State University at (313) 577-4842.


IBC's Beverly Wilkins Named Volunteer of the Month

Congratulations to MSU International Business Center's Program Coordinator Beverly Wilkins on being named the Lansing Regional Chamber of Commerce's Volunteer of the Month for December. Beverly's hard work arranging speakers for the MSU CIBER-funded International Business Forums has not gone unnoticed, and we are glad to have her coordinating our programs full-time. Great job, Beverly!


Faculty Study Abroad Program in Belgium

In conjunction with the University of Antwerp, the CIBERs at the University of Memphis, Michigan State University, the University of Connecticut, and Texas A & M University are sponsoring a faculty study abroad program in Antwerp, Belgium to be held 10-22 May.

The focus of the program is Integration and Unification of the European Union, and is designed primarily for faculty from business, foreign language, and area studies. The 13-day program includes seminars on European business and cultural issues, on-site visits to a variety of industries, and exciting side trips to Bruges and Ghent.

Participants will be exposed to the latest developments in European business issues through discussions with leading faculty and business experts, and develop an increased understanding of the function and structure of the European Union.

The cost of the program is $2300, and includes all seminars, lodging, and most meals. Airfare is extra. Spouses are welcome on the program with an increased fee for hotel and social events.

Applications are due by 27 March. For more information, please call the University of Memphis at (901) 678-2038.


Asia/Pacific Business Conference Faculty Scholarships

On 11 November, Dr. Willie D. Davis addressed members of the Greater Lansing Regional Chamber of Commerce's International Business Forum. The Forum features monthly luncheon meetings for the area international business community. The Forum is co-sponsored by MSU CIBER.

Faculty scholarships covering the registration fee of $975 for the 1998 Asia/Pacific Business Outlook Conference are available from the CIBEAR at the University of Southern California. The conference, to be held 16-18 March, features more than 125 country outlook sessions, country and industry- focused workshops, and seminars. Scholarship award applications are due by 2 February. For details, please call Tamie Phetteplace at 432-4320.


CIBER News Seeks Information
If you have information or upcoming events of interest to the international business community that you would like published in CIBER News, please call editor Cynthia Hitchcock at 353-4336.

The Eli Broad Graduate School of Management

International Business Center
Michigan State University
Eppley Center
645 N. Shaw Ln Rm 7
East Lansing, MI 48824-1121
USA

Exec Director's Office
N356 North Business Complex
Tel (517) 432-4320
FAX (517) 432-4222

IBC Office
Eppley Center
645 N. Shaw Ln Rm 7
East Lansing, MI 48824-1121
Tel (517) 353-4336 FAX (517) 423-1009
http://ciber.bus.msu.edu
UPCOMING EVENTS

International Business Forum: David M. Gardner, Senior Manager in Tax Consulting, Collins Barrow, on "International Business Opportunities in Canada" 13 January, 11:45 at the MAC. International Business Forum: Peter Secchia, Universal Forest Products, Inc. & Former Ambassador to Italy. 10 February, 11:45 at the MAC. Conference: "Globalization and its (Dis)Contents: Multiple Perspectives" 3-4 April at the Kellogg Center. For more information, contact Dr. Preet Aulakh at (517) 353-4336.

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Document last modified on February 25, 1998