Case Title

AIESEC: the Experience Pakistan challenge

Case overview / Abstract

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.

Case Areas

Branding

Case Level

Undergraduate

Industry

Information Technology and Telecom Sector

Disciplines

Marketing | Technology and Innovation

Teaching Notes

Yes

Faculty / School

Faculty of Business Administration (FBA)

Department

Department of Marketing

Was this content written or created while at IBA?

Yes

Source

Emerald Emerging Markets Case Studies

Length

16 pages

Citation/Publisher Attribution

Husain, S. and Nadir Hashmi, S.A. (2014), "AIESEC: the Experience Pakistan challenge", Emerald Emerging Markets Case Studies, Vol. 4 No. 1. https://doi.org/10.1108/EEMCS-04-2013-0037

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