Team NL Shines: Wittenborg Student Takes Top Honour at I-CEE

Highlighting Alexandra Kukhtina’s Achievement at I-CEE

Alexandra Kukhtina, administrator and student at Wittenborg University of Applied Sciences, has recently secured first place in the English group at the 4th Internationalisation of Emerging Economies Enterprises (I-CEE) Student Case Competition. The online event, hosted by Beijing Foreign Studies University (BFSU), concluded at the end of August.

Reflecting on her journey, Kukhtina remarked, “This year, 90 teams from 106 universities across 45 countries registered to participate, involving a total of 358 students. Thanks to Zijian Wang, I had the honour of being part of Team NL (Netherlands). Together with Zehua Wang from Amsterdam University of Applied Sciences and Sophia Dienemann from SRH Haarlem University of Applied Sciences, we developed an actionable market entry plan for Kuaishou to enter Brazil.”

Competition was fierce, with only 16 teams advancing to the final round, which was judged by esteemed professors and industry representatives from prominent institutions, including Hotelschool The Hague and Hanze University of Applied Sciences. Kukhtina acknowledged the challenges her team faced: “Balancing our summer plans with the commitment required for our research in the competition was challenging. However, through regular meetings, efficient teamwork, and a strong desire to deliver an excellent actionable plan for Kuaishou, we overcame all challenges and aimed for victory.”

Winning the competition not only boosted Kukhtina’s confidence but also significantly enhanced her skills. “Participating in a competition of this calibre was incredibly rewarding. It improved my abilities in business case analysis, teamwork, market research, analytical thinking, strategic planning, and presentation. These skills are crucial for any future endeavours in the business world or academia,” she explained.

Moreover, the experience broadened her professional network. “This experience has expanded my network, connecting me with talented individuals from around the world, which could lead to future collaborations and opportunities,” Kukhtina added.

The positive feedback she received was also a highlight. “Winning the first prize and receiving positive feedback from Professor Lili Dong (Associate Dean, International Business School of BFSU) and Professor Rogier Busser (Dean, Hotelschool The Hague) was a fantastic achievement,” Kukhtina shared. “Meeting the team in person for the first time and celebrating our win was also an unforgettable moment.”

Wang, who served as the advisor to Team NL, later expressed strong belief in the team during the award ceremony. "This victory is a testament to the practical approach and entrepreneurial spirit fostered by the Dutch higher education system. The students were pragmatic, confident, and communicative. Even though Team NL faced fierce competition from universities across 45 countries, they stood out by being authentic and capable." 

WUP 18/10/2024 
by Erene Roux 
©WUAS Press