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MBA也要关注中小企业

所属教程:职场人生

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2017年12月29日

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At top-tier business schools, students learn about multinational companies in various industries via seminars, guest lectures, case studies, and company visits. But missing are efforts to help students learn about small and medium-sized companies. This is a gap that must be filled.

在一流商学院,学生通过研讨会、客座讲座、案例研究和公司访问来了解不同行业的跨国企业。但这些商学院未能帮助学生了解中小企业。这是一个必须填补的缺口。

In the UK, for example, SMEs represent 99.9 per cent of businesses, and account for 60 per cent of private-sector employment and 51 per cent of private-sector turnover, according to the Federation of Small Businesses.

例如,英国小企业联合会(Federation of Small Businesses)的数据显示,在英国,中小企业占到所有企业的99.9%,贡献了60%的私人领域就业以及51%的私人领域营业额。

In France, the picture is similar: SMEs represent 99.9 per cent of all enterprises and provide about two in three jobs.

法国的情况类似:中小企业占到所有企业的99.9%,提供了三分之二的就业。

This data cannot be ignored. And while it is understandable that many students wish to work for a multinational — whether it be in banking or technology — or want to start their own businesses, they still must understand SMEs and their roles in economies.

不能忽视这些数据。尽管可以理解的是,许多学生希望在跨国企业工作(无论是银行业还是科技业)或者自己创业,但他们仍然必须了解中小企业以及它们在经济中的角色。

99.9% 99.9%

Proportion of UK businesses that are SMEs. They account for 60 per cent of private-sector employment and 51 per cent of private-sector turnover

英国99.9%的企业是中小企业。它们贡献了60%的私人领域就业,以及51%的私人领域营业额。

On the campus of any business school, there is much collective experience and wisdom to share. A limited study and an elitist approach to business is a missed opportunity.

在任何一所商学院的校园里,都有许多集体经验和智慧可供分享。片面的学习以及奉行企业精英主义将会错失机遇。

SMEs face different problems to the large companies explored in the case studies on business school courses, and they have different goals. While large-scale marketing activities, for example, are discussed in the classroom, students should also learn that creativity can be fostered under constraints that small businesses face.

中小企业的问题与商学院课程案例研究中探讨的大公司的问题不同,而且它们的目标也有所不同。例如,在课堂上讨论大规模的营销活动时,学生们也应该知道,即便在小企业所面临的种种限制下,创造力也是可以提升的。

Smaller companies tend to have limited resources, with less capacity to invest in marketing, and other business problems than bigger companies. Creativity does not have to be costly, but it is easier to find a solution if resources are abundant. It is important that students realise that, on a smaller scale, problems tend to be amplified and it is important to prioritise.

较小的企业往往资源有限,与较大公司相比投资于市场营销的能力较低,还面临其他的业务问题。创造力不一定要花多少钱,但如果资源充足的话更容易找到解决方案。重要的是,学生们要意识到,在规模较小的企业,问题往往被放大,分清轻重缓急很重要。

Business schools and their students spend a lot of time discussing how to manage the social impact of business. Again, here they address matters on a large scale. They talk about supporting international activities, but often forget what is needed on their doorstep.

商学院和它们的学生花了大量时间讨论如何管理企业的社会影响。同样,在这个问题上他们从大处着眼。它们谈论支持国际活动,但往往忘记自己家门口需要什么。

These are the two main obstacles that ESCP Europe experienced in organising the community project for its masters programme in marketing and creativity.

这些是ESCP欧洲商学院(ESCP Europe)在为其市场营销和创造力硕士课程组织社区项目时经历的两个主要障碍。

The project is designed to create a platform that bridges the lack of understanding between business school students and SMEs, where experiences and ideas can be exchanged.

该项目旨在建立一个平台来弥合商学院学生与中小企业之间的相互缺乏了解,供他们交流经验和想法。

For ESCP, the challenge was to help the students adapt their knowledge and skills to local business needs and to convince SMEs, such as local shops, that the students can offer value. Most did not even realise there is an international business school on their doorstep.

对ESCP欧洲商学院来说,挑战在于帮助学生,让他们的知识和技能适应当地的企业需求,并让本地商店等当地的中小企业相信,学生能够提供价值。大多数人甚至都没有意识到他们的家门口还有一所国际商学院。

In the case of a clothing shop, the owner had a problem with customers who would buy a piece of clothing, wear it for an event and then return it with the tags still attached. A student suggested this problem could, in fact, be an opportunity to start a garment rental business.

就服装店来说,店主的问题是有些顾客会买一件衣服,穿上它出席某个活动,然后又把标签完好的衣服退回来。一名学生表示,这个问题可能是开展服装租赁业务的机会。

A rental business would demand more resources than the shop owner had, but he did admit that he had not thought of looking at the problem as an opportunity.

租赁业务需要的资源超出了店主的能力,但他承认没有想到把问题看作机会。

It is not just about teaching SMEs growth strategies, but about creating a strong community to create growth together.

重要的不仅是教授中小企业发展战略,而且还要创建一个强大的社区以共同发展。

Hsin-Hsuan Meg Lee is the co-programme director of ESCP Europe’s master’s in marketing and creativity

本文作者是ESCP欧洲商学院市场营销和创造力硕士项目的联合课程总监
 


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