The Executive MBA (EMBA) Global Business Experience at Georgetown University’s McDonough School of Business is an opportunity for students to use what they’ve learned in the classroom, immerse themselves in the cultural dynamics of another part of the world, and partner with multinational organizations to address a complex global business challenge.
The signature Global Business Experience consulting projects have been an integral part of the learning experience at Georgetown McDonough for more than two decades. Working in small teams, students partner with executives from companies, acting as clients, to address complex business challenges and propose solutions. Students then spend several weeks together prior to international travel to apply their strategic business and analytical skills, identify solutions, and build their case presentations. The ability to meet face-to-face with their global clients is the culmination of a semester-long project as they travel in-country, explore cultural attractions, and present their recommendations to senior leadership.
Here, two EMBA alumni – Alexandra Holtzman and Grant Hallmark – share their experiences traveling abroad for their global consulting projects project to analyze two different global industries: one, to analyze the market expansion potential of Korea’s fashion markets; and another, to work closely with a Brazilian aerospace manufacturer and its subsidiary on an entry strategy into an emerging aircraft market.
First, we spoke with Holtzman about her experience working with DINT, a South Korean fashion designer, to help bring the company to the U.S. clothing market.
How did you choose your topics for the Global Business Experience?
Holtzman: 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 deliverables?
Holtzman: 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 were your biggest takeaways from working with your client?
Holtzman: 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?
Holtzman: 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?
Holtzman: 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.
Holtzman is the vice president of client services for Scotswork North America, a negotiation consulting firm.
Next, we spoke with Hallmark, one of the lead team communicators during the Global Business Experience consulting projects. Hallmark was responsible for working closely with their client, Embraer, and their subsidiary, Eve Air Mobility, as they developed a market entry strategy for the global eVTOL aircraft.
Please tell us about your time working with Embraer. What was the objective of this project?
Hallmark: Eve Air Mobility is focused on opening new markets around electric vehicle opportunities. My co-lead communicator John Sargent’s side of the project was focused on going to market or directly to consumers. Our part of the project – the part that my team led – was around service and operations and understanding how to build the infrastructure necessary to support these new markets and finding opportunities for revenue growth within that infrastructure.
What was the outcome or result of the project?
Hallmark: We made a 30-minute presentation to vice president-level stakeholders at Eve Air Mobility and what resulted from that is a conversation that is still ongoing. They were very intrigued by our ideas, they are continuing to ask questions, and we are actually going to present to a larger group this fall. I think the way that Embraer or Eve Air Mobility thought about this is that they’re learning from us and we’re learning from them.
In terms of being a team communicator, what were some of the most rewarding aspects of the role?
Hallmark: Working with such a talented team was a lot of fun and it was very rewarding. Everyone leaned in 110%. I thought it was kind of extraordinary that after just two or three months, it felt like everyone was a subject matter expert in electric-powered aircraft, which is pretty amazing. Also, getting to know the people who are working on the Embraer side was highly rewarding. It felt like making friends with a group of really talented, interesting, entrepreneurial Brazilians who were or are aeronautical engineers. That’s unique and unusual, and it was a lot of fun.
What were some of the highlights of the trip to Brazil?
Hallmark: From a professional standpoint, seeing Embraer’s operations was incredible. It was very cool to see how they are building these vehicles — planes and all that stuff — and we were being let into their operations. It also was an opportunity to bond with classmates and to go out to dinner in a beautiful new place that we’re all going to for maybe the first, second, or third time. Being exposed to another culture and developing friendships there was awesome.
How do you believe the EMBA Global Business Experience will influence your career moving forward?
Hallmark: I’ve spent the past 12 to 13 years in political tech — building predictive analytics around political outcomes, donor behavior, voter behavior, etc. This experience, plus frankly having the Georgetown name, next to my soon-to-be degree, has opened up many doors.
Hallmark is the principal of Hallmark Group, LLC, which advises on campaign finance matters and government relations strategy.
