University of Jyväskylä

International Students Innovating the International Strategy of Valtra and Valmet

International Master’s degree students from the IBE (International Business and Entrepreneurship) programme are involved in innovating the international strategy of Valtra (www.valtra.fi) and Valmet (www.valmet.com/industries-we-serve/board-and-paper/). International students know in-depth the market and culture they come from. They also know the typical customer behaviour and trends for the use of social media in their home regions. Only people originating from these countries are able to know and understand certain features of the market.

The Valtra project team: International Master’s degree students from the IBE (International Business and Entrepreneurship) programme
The Valtra project team: International Master’s degree students from the IBE (International Business and Entrepreneurship) programme

Valtra and Valmet were willing to collaborate with the international students of the School of Business and Economics taking the course of International Business delivered by Professor Tanja Leppäaho. The students were engaged in projects dealing with several markets around the world, including China, Germany, France, the UK, Ireland, Vietnam, Argentina, Brazil, Russia, Poland, Japan, and India in order to innovate the international strategy of Valtra and Valmet in these regions.

More specifically, the projects are related to (i) the usage of social media by Valtra and Valmet and (ii) the development of the Unlimited Concept of Valtra. In the assignments related to social media, the students investigate, by also collecting own data, the social media channels in use, when these are used, etc. and then plan for example how to use Instagram in the most beneficial way in business-to-business marketing. In the Unlimited strategy development projects the students made plans and looked for suitable partners for entering new industries, such as airports, municipalities and forestry companies in Germany and Argentina, which would be potential industries and partners to buy tailored, ”unlimited” tractors from Valtra.

Valtra management team in front row
Valtra management team in front row

The HR Director Jari Suuronen from Valtra describes the collaboration as follows:

- The collaboration with the students has been very inspirational and will help us to develop in the future. The views offered by the students are fresh and novel. The findings have somewhat surprised me. For example, we found out that we need to start using V-Kontakt in Russia, and Facebook and YouTube are not enough in all the markets. We also found out that in Japan there are customers who buy the Valtra tractor because it looks like a robot, but in Germany, for instance, a safe tractor is the key asset in competition. Our marketing manager wrote six pages of notes during the seminar, so we have many new ideas to implement.

- This collaboration strengthens the regional influence of the university, gives the students an opportunity to be in touch with the companies, helps with the employment of excellent international students into Finnish companies, and provides companies with novel ideas, Professor Leppäaho concludes.

  • The seminar for Valtra management team took place on 27 January 2017.
  • The seminar for the marketing management team of Valmet will take place on Friday, 17 February 2017 at 13:30-16 in Agora Delta, Mattilanniemi.

Yle Keski-Suomi making news
Yle Keski-Suomi making news

Further information

Professor Tanja Leppäaho, tel. +358 400 248 116, tanja.c.leppaaho@jyu.fi
Communications Specialist Kati Valpe, tel. +358 400 247 458, kati.valpe@jyu.fi

Filed under: ,