“Actually getting on the trip and interacting with the executives is such a valuable piece of educational experience,” remarked COURTNEY BRUNIOUS, assistant professor of clinical management and organization. “I just think it’s interesting to see how various countries approach business differently.”

Brunious led the BUAD 104 class and its trip to Tokyo, a major global hub of business and finance. During class sessions, students learned how business context and country culture impacts practices, functions, industries, and innovation.

“Ultimately, it’s about understanding how business doesn’t just operate the way you see it here in the U.S.,” Brunious explained. “Business in Europe, business in the Middle East, business in Asia — there are different things that you need to understand in order to be successful.”

Focusing on international business, the course stresses cultural immersion and global business insights as well as learning acceptable behaviors and business etiquette. For Japan, students learned the significance of bowing (and how to bow!), as well as the critical role respect plays in the culture and its relation to conducting business.

“My biggest takeaway that I’ll implement going forward was that respect and politeness goes a long way,” Russo reflected. “In my experiences in Tokyo, the people were very polite and respectful to me, so I’ll continue to show others throughout my time in Marshall and my future career the same courtesy that they showed me.”

From fashion to government to sports entertainment, students studied insights into local customs, such as not talking on the subway to respect other’s quiet time and pronouncing common phrases such as arigatou gozaimasu (thank you).

As part of their research, students created briefing reports on each company they met with, so each student could be well-versed prior to the meetings.

The business meetings in Tokyo generally focused on marketing strategies and operational efficiency at the companies. LInC students gained a clearer perspective on Japan’s role in global business innovation, challenging their preconceptions.

Brunious, Russo, and the rest of the participants also recognized quickly that the needs of the consumer informs how businesses operate in Japan.

“It was very interesting to be able to witness it throughout the trip, when on company visits, and also out and about to see it first-hand,” explained Russo. “Everything was marketed in ‘kawai’ (cute) culture, which is just one of their marketing strategies as well as the scarcity business model, which is very focused on limited-edition things.”

Brunious and his class gained another valuable perspective by identifying the different strategies employed by Japanese businesses versus American companies.

“American companies are focused on ‘What is your specialty? Where can you separate yourself out from your competition?” Brunious explained. “In Japan, you’ll see businesses that operate in multiple different verticals and multiple different industries, despite there not really being a nexus between one or the other.”

Japanese leaders see new business ventures as an opportunity for them to expand into a new industry, according to the professor.

“Companies understand that it’s going to take some time for them to learn how it works, but they have trust in their ability to get up to speed over time,” Brunious added.

Throughout an experience filled with new discoveries and selfie moments, Russo walked away with an enlightened perspective about her future self and career interests, as well as a deeper appreciation of our global differences.