Business students consult companies worldwide through X-Culture

From devising marketing campaigns to expansion planning, Maine Business School seniors worked with peers worldwide to solve problems for companies across the globe. 

For the second year in a row, Ivan Manev entered the students in his fall International Management class (MGT 445) in X-Culture — an innovative, large-scale international learning project created by Vas Taras, a professor of international business at the University of North Carolina Greensboro, in 2010.

Each semester, more than 4,000 students from 120 universities across 40 countries join X-Culture. Over eight weeks in October and November, they collaborated in international teams of four-to-five students to solve real-world business challenges for global companies. This year’s project partners included an education technology developer in Ukraine, a family-owned winery in Italy, a language app startup in Brazil, and a homemade cookie company and consulting firm in the U.S.

“This project teaches students first-hand how to collaborate with people from different cultures,” said Manev, John M. Murphy professor of management. “Students in my class worked with peers from 23 countries, all with diverse backgrounds, strengths, weaknesses and motivations.”

Learning to collaborate across cultures

For Abby Thibodeau, a senior from Dixfield, Maine, the project initially seemed daunting. 

“I had no experience working with people from different countries, cultures or time zones,” she said. “But now that it’s over, I’m thankful I had this opportunity.”

Thibodeau’s team, made up of students from India, Morocco and Nepal, tackled a marketing challenge for Tenuta Cocci Grifoni, an Italian wine company. Their mission was to develop a long-term marketing strategy highlighting the unique features of the company’s wines and its commitment to sustainability. 

“The entire project was rewarding,” Thibodeau said. “It was exciting to work on real business challenges and offer real solutions.”

Sara Economy, a senior from Hampden, Maine, worked with peers to help My Better Batch, a cookie-mix company, decide on their next international market. 

“Learning about this industry was very interesting, as I haven’t had the opportunity to do research like that before,” Economy said.

Real skills for a global economy

X-Culture isn’t just another class project. It builds essential skills in teamwork, cross-cultural communication and global business strategy — all crucial for success in today’s interconnected world.

“The X-Culture project was challenging and time-consuming, but the experience was great, and I’d recommend this class to anyone,” Thibodeau said. “It’s one of my favorite classes at the Maine Business School.”

Contact: Melanie Brooks, melanie.brooks@maine.edu