CAN BRAND VALUE CAN BRAND VALUE ENCOURAGE ENCOURAGE COLLABORATI - PDF document

I nternational Business School I nternational Business School Shanghai Shanghai Conference Conference 2008 2008 CAN BRAND VALUE CAN BRAND VALUE ENCOURAGE ENCOURAGE COLLABORATI ON? COLLABORATI ON? Pierre TAPI E Pierre TAPI E Dean & President, ESSEC Business School Paris Singapore November 4, 2008 Brand Value and and Collaboration: Collaboration: Brand Value Possible opposite Arguments Possible opposite Arguments � Brand Value Brand Value is is too too unique to unique to share share it it � � Better Better you you are, more are, more you you would would transfer transfer to to � partners through partners through your your own own Brand Brand � Rankings Rankings are are discouraging discouraging brand collaboration brand collaboration � ☺ Any Any Business Business School School has has its its natural natural spheres spheres of of ☺ influence. As nobody nobody is is global, global, elite elite local local influence. As partners can can increase increase awareness awareness partners ☺ Collaborative efforts Collaborative efforts could could gain gain the the best best from from ☺ complementary systems systems complementary 1

Brand Value and and Collaboration: Collaboration: Brand Value ESSEC’ ’s s Experience Experience ESSEC � International collaboration: International collaboration: education education � � ESSEC & ESSEC & Cornell Cornell IMHI IMHI � � ESSEC & Mannheim ESSEC & Mannheim Academic Academic Airbus Airbus � � ESSEC & Ahmedabad ESSEC & Ahmedabad Strategic Strategic Alliance Alliance � � The The bi bi- -continental continental experience experience: : � – Did – Did the the Singaporian Singaporian experience experience increase increase our our attractiveness attractiveness for collaboration? for collaboration? � Contradictions Contradictions and and convergences convergences between between � academic collaboration academic collaboration and and brand value brand value Brand Value and and Collaboration: Collaboration: Brand Value ESSEC ESSEC’ ’s s Experience Experience � International collaboration: International collaboration: education education � � ESSEC & ESSEC & Cornell Cornell IMHI IMHI � � ESSEC & Mannheim ESSEC & Mannheim Academic Academic Airbus Airbus � � ESSEC & Ahmedabad ESSEC & Ahmedabad Strategic Strategic Alliance Alliance � � The The bi bi- -continental continental experience experience: : � – Did Did the the Singaporian Singaporian experience experience increase increase our our – attractiveness attractiveness for collaboration? for collaboration? � Contradictions Contradictions and and convergences convergences between between � academic interest interest and and brand value brand value academic 2

I nternational collaboration: I nternational collaboration: education education � Students Students Exchange Exchange programs programs: 118 international : 118 international � partners, 70 in partners , 70 in the the MBA MBA program program. . � quadrilingual quadrilingual BiBA BiBA, , trilingual trilingual MBA do help MBA do help � � 8 Double 8 Double Degree Degree agreements agreements (MBA) (MBA) with with local local � elite universities universities – – an an elite elite portfolio portfolio elite � Co Co- -degrees degrees with with Cornell Cornell & Mannheim & Mannheim � � Remarquable Remarquable student student’ ’s s value: value: � – Best Best of of two two system system – – International – International exposure exposure – – Students Students get get multi brand value multi brand value Double Degree Double Degree MBA MBA Programs Programs � Seoul National University (MA/ MBA) � Seoul National University (MA/ MBA) � � Guanghua Guanghua School of Management School of Management - - Beijing Beijing University (MBA) University (MBA) � Mannheim University ( � Mannheim University (Diplom Diplom Kaufmann) Kaufmann) � Nanyang � Nanyang Business School, NTU (MBA) Business School, NTU (MBA) � EGADE � EGADE – – Tec de Monterrey (MBA) Tec de Monterrey (MBA) � I ndian I nstitute of Management Ahmadabad � I ndian I nstitute of Management Ahmadabad (PGP) (PGP) � � KEI O Business School (MBA) KEI O Business School (MBA) 3

Brand Value and and Collaboration: Collaboration: Brand Value ESSEC’ ’s s Experience Experience ESSEC � International collaboration: International collaboration: education education � � ESSEC & ESSEC & Cornell Cornell I MHI I MHI � � ESSEC & Mannheim ESSEC & Mannheim Academic Academic Airbus Airbus � � ESSEC & Ahmedabad ESSEC & Ahmedabad Strategic Strategic Alliance Alliance � � The The bi bi- -continental continental experience experience: : � – Did – Did the the Singaporian Singaporian experience experience increase increase our our attractiveness for collaboration? attractiveness for collaboration? � Contradictions Contradictions and and convergences convergences between between � academic academic interest interest and and brand value brand value ESSEC & Cornell Cornell I MHI I MHI ESSEC & � International International Hospitality Hospitality Management Management Institute Institute � founded in 2002 in 2002 founded � 20 20 years years of of partnership partnership for for increasing increasing success success � � 2004 2004 – – 2005: 2005: one one Dean Dean feared feared Brand transfert/or Brand transfert/or � encouraging a encouraging a competitor competitor = > = > cooperation cooperation was was halted, halted , after after 1000 1000 graduates graduates � 2008 = > 2008 = > same same institution came institution came back back to to relaunch relaunch � « the the global alliance for global alliance for hospitaliy hospitaliy management management » » « � = > perception = > perception of of unequal unequal brand value brand value � jeopardized the the ability ability to to cooperate cooperate jeopardized 4

Brand Value and and Collaboration: Collaboration: Brand Value ESSEC’ ’s s Experience Experience ESSEC � International collaboration: International collaboration: education education � � ESSEC & ESSEC & Cornell Cornell IMHI IMHI � � ESSEC & Mannheim ESSEC & Mannheim Academic Academic Airbus Airbus � � ESSEC & Ahmedabad ESSEC & Ahmedabad Strategic Strategic Alliance Alliance � � The The bi bi- -continental continental experience experience: : � – Did – Did the the Singaporian Singaporian experience experience increase increase our our attractiveness for collaboration? attractiveness for collaboration? � Contradictions Contradictions and and convergences convergences between between � academic academic interest interest and and brand value brand value www.essec-mannheim.com European Strategic Strategic Alliance = Alliance = Academic Academic Airbus Airbus European 5

Academic Academic Airbuses Airbuses � Academic Academic Airbus : I ntention Airbus : I ntention � � ESSEC & Mannheim : A long ESSEC & Mannheim : A long history history of of � collaboration collaboration � E&M : Scope E&M : Scope and and Results Results � � Critical Critical points to points to handle handle � � I ntercultural I ntercultural I ssues I ssues and and Richness Richness ? ? � 6

Academic Academic Airbuses Airbuses � Academic Academic Airbus : I ntention Airbus : I ntention � � ESSEC & Mannheim : A long ESSEC & Mannheim : A long history history of of � collaboration collaboration � E&M : Scope E&M : Scope and and Results Results � � Critical Critical points to points to handdle handdle � � Intercultural Intercultural Issues Issues and and Richness Richness � � How How reproducible reproducible such such an an experience experience ? ? � Academic Airbus : Academic Airbus : Intention Intention � January January 2003, 40th 2003, 40th anniversary anniversary of the of the � Elysee Traitee Elysee Traitee, Chancellor Schr , Chancellor Schrö öder der and and President Chirac Chirac announce announce the concept of the concept of President « Academic Academic Airbus Airbus » » . . « � I ntent I ntent : : exploring exploring in in academic academic areas areas what what � has ben the very has ben the very strength strength of Airbus in of Airbus in Aeronautics : a few countries : a few countries decide decide to to Aeronautics share what what they they have as best, in have as best, in order order to to share construct a new a new reality reality which which has the best has the best construct of everyone of everyone ! ! 7