McDonough School of Business
Alexandra Holtzman (EMBA'24) shares insights and key takeaways from her Global Capstone Project
News Story

Executive MBA Student on Exploring Global Markets in South Korea

The Executive MBA (EMBA) Global Capstone Project is an opportunity for students to use what they’ve learned in the classroom and apply their education to a real-world business scenario. This past spring, students in the EMBA program traveled to the heart of Seoul, South Korea, where they explored the rhythm of K-pop and unraveled the complexities of Korea’s fashion markets. 

Here, Alexandra Holtzman (EMBA’24) shares insights and key takeaways from her Global Capstone Project. The EMBA student worked with DINT, a South Korean fashion designer, to help bring the company to the U.S. clothing market.

Why did you choose to work on a consulting project about U.S. entry strategies for the Korean fashion markets?

I wanted to dive deep into the world of global business expansion, and what better way to do it than in an industry that I’m already passionate about? The goal was to uncover effective strategies for companies eyeing international growth and, of course, to bridge the cultural gaps that often come with it.

How did traveling to South Korea contribute to the project deliverable?

Oh, the trip was a game-changer! Being on the ground in South Korea gave us firsthand insights into the local culture and market dynamics. It added a layer of understanding that textbooks simply can’t provide. This firsthand experience allowed us to tailor our strategies for the Korean fashion markets, which ultimately made our impact more effective.

What have been your biggest takeaways from working with your client?

There’s no one-size-fits-all approach to expanding into a new market. You have to do your homework and truly grasp the culture. Successful market entry strategies conduct thorough research to gain a genuine understanding of the market. These approaches are key to the success of the business.

What was your favorite moment of the trip?

The highlight of the trip was delving into the client’s inventory, especially since we had only seen a few samples beforehand and there was no storefront in the United States.

How did the trip impact your understanding of global perspectives in business?

Seeing the innovative approaches of South Korean businesses highlighted the importance of agility and creativity in the global marketplace. The trip taught me that successful international ventures require a deep appreciation for cultural differences, adaptability, and a keen awareness of global trends.

Anything you’d like to share with future EMBA students about this experience?

Dive in headfirst! Sure, the work is tough, but the rewards are beyond measure. Immerse yourself in the experience and soak in the culture, ask a ton of questions, and fully engage with your projects. The EMBA program isn’t just about learning; it’s about living the lessons and growing as a professional. Enjoy the journey and make the most of every opportunity. 

Executive MBA