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.
Information Technology and Telecom Sector
Marketing | Technology and Innovation
Faculty / School
Faculty of Business Administration (FBA)
Department of Marketing
Was this content written or created while at IBA?
Emerald Emerging Markets Case Studies
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
Hussain, S., & Hashmi, S. N. (2014). AIESEC: the Experience Pakistan challenge. Emerald Emerging Markets Case Studies Retrieved from https://ir.iba.edu.pk/faculty-teaching-cases/15