WSB Global Business Immersion program in Buenos Aires

I am delighted to share my recent experience participating in the International Business 365: Global Business Immersion program in Buenos Aires, led by Professor Sachin Tuli and Mike Judge .

The objective of this program was to fully immerse ourselves in the unique business culture of Argentina, gaining an understanding of the country's political, social, and cultural environment through market research, company visits, and cultural site visits. Despite Argentina facing over 100% inflation, this program provided valuable insights into the investment climate and the real challenges that businesses across various industries are currently confronting.

During our visit, we had the opportunity to explore the rich history of Argentina, which proved to be a fascinating experience. From 1915, when Argentina emerged as one of the largest economies with high per capita incomes, to the tumultuous period of six coups d'état and The Dirty War between the 1930s and 1980s, Argentina's journey has been marked by significant political and economic upheavals. Following the return to democracy in 1983, Peronism, a populist movement rejecting both capitalism and communism, has exerted a dominant influence on Argentina's economy and politics for over 24 years. The history lecture provided valuable insights into Argentina's historical and political landscape, allowing me to draw parallels between South Korea and Argentina, especially in terms of the economic and political impact following military coups d'état. I would like to express my gratitude to Ariel Yablon for delivering an informative lecture on Argentina's history and political science.

After gaining a comprehensive understanding of Argentina's history and political environment, I was able to grasp the country's background and the challenges faced by companies and entrepreneurs in managing their businesses. Despite this demanding economic landscape, I see immense potential in Argentina, as numerous companies have successfully carved out their niche in both the local and global markets.

One of Argentina's greatest strengths lies in its technology and digitalization. With over 37 million internet users, accounting for nine out of every ten individuals, Argentina ranks as the third-largest digitalized country in Latin America, trailing only behind Brazil and Mexico. Moreover, Argentina boasts a significant pool of tech talent, with 115,000 professionals engaged in offshore software development, a figure projected to reach 500,000 by 2030. Recognizing the importance of digital transformation, the Argentine government places a high emphasis on expanding digital infrastructure and fostering digital education opportunities outside of the densely populated Greater Buenos Aires area.

In conjunction with technological advancements and the impact of Covid-19, the e-commerce industry has experienced rapid growth. Argentina now ranks as the third-largest e-commerce market in Latin America, and the increased flow of venture capital will further propel its expansion in the near future.

Armed with this knowledge and thorough background research, I took charge of preparing and delivering a presentation before visiting Rappi , one of Latin America's leading delivery and e-commerce companies. This experience proved enthralling, particularly since digital marketing and social media align perfectly with my interests and studies. Prior to the company site visit, I utilized the Rappi app multiple times to gain insights from a consumer perspective and to compare its services with those of its competitors. From a consumer standpoint, my experience was overwhelmingly positive, largely due to the company's prompt delivery service and user-friendly UX/UI.

During the company visit, Pablo Scasso from Rappi delivered a presentation on Rappi's digital marketing and e-commerce strategies. I thoroughly enjoyed learning about the logics behind digital marketing and the influence of social media on e-commerce, as well as how Rappi effectively engages with consumers, partners, and investors. I am sincerely grateful for the valuable experience and the insightful perspective you shared. I am truly amazed by the various differentiation strategies and tactics employed by Rappi , such as your 3E model: Expectations, Experience, and Emotions!

I would like to express my heartfelt appreciation to the 美国威斯康星大学麦迪逊分校 and the Austral Education Group for organizing this exceptional program, which has provided us with an in-depth understanding of international business. It has been an immense pleasure to participate in this enriching learning opportunity under the guidance of my two favorite professors from the Wisconsin School of Business , Professor Sachin Tuli and Mike Judge . Your expertise and support were pivotal in my decision to join this program.

Lastly, I would like to express my sincere gratitude to Georgina L. and Mariana Bernuez for their exceptional dedication in ensuring the seamless execution of this program, allowing us to delve deeper into the intricacies of Argentina. My time in Buenos Aires was truly remarkable, and it has left me with a strong desire to visit again in the future. Once more, thank you for your exceptional program management and invaluable contributions!