From National to International: Business Students Discover the Secrets behind Prague’s Most Successful Brands

A group of 20 business students enjoyed an eight-day study tour to Prague from 16 to 23 December, 2019. Organised by the Undergraduate Office and led by Dr Fred Ku (Assistant Dean, Undergraduate Studies), students explored the business opportunities in the Czech Republic, and gain practical insights of the country’s business and management styles, challenges and issues through company visits and cultural exploration.

First arriving at LASVIT, students were introduced to the company’s history on how it grew into a global leader in custom lighting design, followed by a showcase of various designs whose craftsmanship was explained and fully appreciated. The students then enjoyed a guided tour on the production floor at SKODA Auto, and learned how the company successfully transformed from state-owned to a global player in car manufacturing. Finally, at Pilsner Urquell, students revelled in a beer-tasting tour around the factory, and discovered how the brand build its competitive positioning strategy based on the product’s unique characteristic.

The students also visited the University of Economics, Prague, and attended a lecture on the country’s growth plans and policies, followed by a networking session with the local student representatives.

After the visits, students toured around the city and had a glimpse of the historical heritage and artistic legacy of the country. The trip was an invaluable experience for the students, as they learned to appreciate cultural differences, and how to unite people towards a common goal.