Going Global Case Study

China Europe International Business School (CEIBS): Going Global

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Abstract:
Following the economic boom in the 1990s, China demanded its business managers to lead its economic growth. Many Chinese B-schools offering MBA and EMBA programmes have mushroomed during the years. However, many of them simply copied western styles and failed to produce skilled business managers who can understand the local market, its needs and problems. The void was filled when China Europe International Business School (CEIBS), a joint venture between Chinese Ministry of Foreign Trade and Economic Cooperation and the European Commission emerged to become Asia’s top B-school and world’s 11th best B-school in a span of 14 years. The only other B-school that could make it to the FT Global-20 B-schools within a much shorter time is Hyderabad-based Indian School of Business. What factors contributed to CEIBS reckoning in global best B-schools? What did it do differently that catapulted it to the Ivy league of B-schools? The case study also explores, why after establishing itself as a sought after B-school in China, CEIBS is going global, when very few of the top B-schools are doing so? Why among all other countries, CEIBS set up its first overseas campus in Ghana? And above all, whether CEIBS, which established itself as a China-centric B-school with an international flavour, can replicate its success in a foreign land?

Pedagogical Objectives:

• To understand what are the critical success factors of a B-school in the light of challenges that B-schools are constantly facing
• To understand the factors that helped CEIBS in becoming one of the top-20 global B-schools in a short span
• To explore why CEIBS is going global, when very few of the top B-schools have done so
• To analyse whether CEIBS would be able to replicate its success in a foreign land.

Contents:

• CEIBS: Seeds of Success
• Ghana's Economy: African Managers' Hub?
• CEIBS in Ghana: The Road Ahead

Keywords : MBA; B-Schools; China; Emerging; Success; Globalisation; Market Entry Strategies Case Studies; Ghana; Managers; Executive; Ranking; Positioning; Branding