Faculty Highlights

Marc Fetscherin and Patrick Sell ’17 Publish Teaching Case Study

Business professor Marc Fetscherin and former international business major Patrick Sell ’17 have published the marketing case “True Fruits: A Juiced-Up Internationalization Strategy,” with Ivey Publishing, a leading provider of business case studies with a global perspective.

The case allows students to use quantitative and non-quantitative criteria to create a short list of potential new markets to enter. Students also learn how to conduct SWOT and industry analyses and a rigorous three-step global market selection process. The case also allows students to discuss and evaluate various market entry modes (e.g., direct exporting, licensing, franchising, etc).