AIESEC: the experience Pakistan challenge

Author Affiliation

Saima Husain is Assistant Professor at Department of Marketing, Institute of Business Administration (IBA), Karachi

Faculty / School

Faculty of Business Administration (FBA)


Department of Marketing

Was this content written or created while at IBA?


Document Type


Source Publication

Emerald Emerging Markets Case Studies




Subject area: Marketing. Study level/applicability: The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management. Case overview: Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand. Expected learning outcomes: The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation strategy. Supplementary materials: Teaching notes are available for educators only.

Indexing Information

HJRS - Y Category, Scopus

Publication Status


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