This presentation summarizes 5 chosen seminars of my Talent and Management Development Project in 2018

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1) DIVERSITY AS A USP :19/12/2017 /KNT L0107
AT 4:30PM BY SARIE LEROY
2) DOING BUSINESS IN THE USA: 20/02/2018 /
KNT AULA3 AT 2:30 BY ELISABETH KELLY
3) AN INTERNATIONAL CARRIER AND ITS
IMPLECATION: 5/12/2017 /KNTL02 01 AT 4:30 BY
G. MOEYERSOMES
4) DIGITAL INNOVATION: 17/12/2018 BY DICSON
KOMBO, KNTL0102 AT 16:30
5)TOP STRATEGIES, LEAD GENERATING
SYSTEM, SALES SYSTEM, TEAM AND CASH
FLOW GENERATING SYSTEM
VENUE: REKELINGESTRAAT, 9000 GENT, 27TH
FEBRUARY, 2018
SUMMARYOF 5 SEMINARS

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SEMINAR 1: Diversity as a USP
 This seminar talks about the diversity in various types; such as gender, race, age,
geographic background, culture, physical abilities, religion, education and language etc and
its influence on the marketing concept of uniqueness of product or service.
 According to the Chancellor's Committee on Diversity – University of California, diversity is
the variety of experiences and perspective which arise from differences in race, culture,
religion, mental or physical abilities, ancestry, age, gender, marital status and other
characteristics.
 The Unique Selling Proposition(USP) is the factor or consideration presented by a seller as
the reason that one product or service is different from and better than that of the
competition.
 Examples of company using diversity as USP cited are United colours of Benetton, Religious
diversity used at the Belgian Rail way station, Emirates Airline turned their language
diversity into a USP and facebook with users across the globe no matter the cultural
background.

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My own Research on the Topic
THE IMPORTANCE OF DIVERSITY IN AN ORGANISATION
 Diversity is of vital importance until described as a recipe for organisation meaning every company should
have a tatse of its good flavour from a basket of ingreedients mixed together.
 That is why, diversity is the signature dish at Lenovo. Although it’s a company of Chinese heritage, Lenovo
possesses a highly diverse leadership team, and people who represent over 60 countries, 40 languages, and
a variety of experiences and expertise. It is an extraordinary combination of ingredients that, in addition to
cutting-edge innovation, a highly efficient business model and a rock-solid brand, makes this the world’s
leading PC company and a role model for all businesses seeking to walk the talk and become global in the
truest sense. Put simply, the incredible diversity of Lenovo’s people mirrors the tastes, perspectives, and
experiences of the growing multitudes who buy our brand of products. (Conyers, 2014)
 A business can peg its USP based on a advertisement and marketing messages on product characteristics,
price structure, placement strategy or promotional strategy. These are what marketers call the "four P's" of
marketing. They are manipulated to give a business a market position that sets it apart from the competition.
(Entrepreneur, n.d.)

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My interest: USP based on language
 It is so interesting when, value proposition is a clear statement that
 explains how your product solves customers’ problems or improves their situation (relevancy),
 delivers specific benefits (quantified value),
 tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
(Institute, 2018)
 Examples of such messages are; Charles Revson, founder of Revlon, always used to say “we sell hope, not
makeup”.

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 REFLECTION
 I find this seminar very interesting because I started developing ideas on how to create my
personal USP that will make me outstanding in the job market upon graduation. I never knew
a value proposition could be based on diversity especially culture , and now being in an
international environment creates a lot of impact and I start to think what potentials I could
offer that will make me create the difference especially with the cultural difference.
 BIBLIOGRAPHY
 Conyers, Y. (2014, April 1). Diversity, a Recipe for Business Success. Retrieved from Diversity
Journal: http://www.diversityjournal.com/13274-diversity-recipe-business-success/
 Entrepreneur. (n.d.). Unique Selling Proposition (USP). Retrieved from Entrepreneur:
https://www.entrepreneur.com/encyclopedia/unique-selling-proposition-usp
 Institute, C. (2018, February 21). Useful Value Proposition Examples (and How to Create a
good one). Retrieved from CXL Institute: https://conversionxl.com/blog/value-proposition-
examples-how-to-create/


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SEMINAR 2: AN INTERNATIONAL CARRIER AND ITS IMPLICATION
 The speaker, G. Moeyersomes started by briefing on his own experiences in his international carrier. He started working
as a commercial account Officer in a small retail business and two years after he worked as a lawyer. In 2003,he then
moved to the Netherlands working with Total Group.
 The main ideas of the seminar is about working in an international environment and its implication.
 In general as experts, the international business life may involve, young, mature, geographically single or with family and
metiers. Activities such as experience, decision making, leadership, delivery, cultural and day-to-day activities are
involved.
 Things to take into consideration
 Safety in the receiving country: there are important safety team all over the world; sometimes people may not be
welcoming to you and that is hostility.
 Family: as a single person you can go everywhere but as a family it is a bit difficult. But it is important to move with your
family everywhere.
 Education for children: take time to look for schools for your kids before moving.
 Standard of living and compensation: check if the standard of living meets up or if there are adequate compensation. For
example, the speaker while in the Netherlands chose to have a very beautiful accommodation by forgoing a services car
so that his kids could have the same standard of living as in Belgium.
 Insurance: insurance is needed for personal liability but the company or organisation you work for takes care of the
physical obligations

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 Challenges of international carrier
 knowledge of the law: by the host people is limited; there are commercial structures that hurts the law of the land,
there are also foreign mandatory law and liability and warranty law that may not suit foreigners.
 In order to avoid this, find out adequate information from the company lawyer, about risk management, project timing,
chain management etc
 Cultural differences:
 The differences in cultural values :it be difficult to comprehend. For instance Low context Belgians can speak and
repeat themselves for clarification unlike high context Japanese who speak only once and you need to be very keen
in a conversation with them. Also giving titles and respect in the differs from country to country
 Evaluation pattern: it could be giving as direct negative feedback as in France or indirect negative feedback as in UK,
US and Brazil
 Trusting : it could be Task-based built on business deal as in the US or Relationship based as in China or Japan.
 In conclusion, the most important step when considering going for an international carrier is to do proper research of
the host country, find out about the company’ foreign policy and also take family status into consideration.

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SEMINAR 3: DOING BUSINESS IN THE USA BY ELISABETH
KELLY
 When thinking of going to do business in the USA there are certain things you must pay attention to as seen below;
 Pronunciation: Americans know that their pronunciation is the best and any one who does not pronounce like that does not speak well.
 Outstanding: Americans like to standout in every circumstances doing things in a more noticeable way. For instance the speaker wore
a red shoe and red jacket which are bright colours. They also stand out with their work done.
 Leadership sets the tone: this is the American USP. For example Dona Trump as a leader has had much impact on business..
 The American Way: as a general rule everything is big in America, it’s a land of opportunities , Americans are flashy and seem friendly
but only at the surface.
 A few cautions
 -Don’t consider Americans as you see them in films
 -US citizens are more isolated
 -A big country with regional variations
 -Obscenities not well received
 -Manners to always say thank you
 The American Values
 Freedom of speech, right to bear arms, vote, to education. Everyone is equal, open to change, there is self-reliant, patriotism, and
entrepreneur spirit.

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Working Conditions
 The US is run by capitalist whose aim is to who are risk bearers and profit makers. working
hours per week is 40, income tax 25% . Sack notice can be one month or two weeks. And
therefore certain qualities are highly valued by an employer which are; taking up
leadership task, detailed accountability, flexibility, self-confident, creativity, honesty and
being passionate. Qualification is valued but experience counts more.
Conducting Business
 Management Style: Employees opinions are counted but the final decision making is the
Boss’. They also care about business relationship but negotiation is not completely
transparent. Americans always find alternative ways of doing things because they don’t
necessarily take no for an answer. Effective communication is needed doing business and
emails mostly used for confirmation. Greeting is in the form of a handshake.
 In conclusion, the best way to succeed in any foreign land ,not only America is to do
proper research and ask more questions to clarify doubts, take initiatives to also help other
people to know your values.

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SEMINAR 4 DIGITAL INNOVATION
• This seminar talks about transformations in the new digitally driven industries
• Students presented different topics concerning this rescent transformation
Group A: Privacy laws
• EU privacy laws protecting internet users data eg the facebook scandal
• Data gets brokered because they sell it to advertisers but EU laws deos not protect anonimity alot
• WIV is a secret DNA that check suspicous activity, devices may be hacked and data sold to forieng Artificial
Intelligence
• A software could be used to check if your acount is hacked; Gotcha
Group B: Start Ups and Cloud computing
• Startin up a business is made easy with cloud computing, all you need is a device and internet; EU
goverment also grants incentives to startups
• Cloud computing is used to acess data and app over the internet eg Neflix, Google, Amazon, Microsoft are
into cloud computing
Group C: influence of Artificial inteligence
• The influence of Artificial intelligence is fast overiding
• The role of big data in diferent fields eg adaptation of big data in the health care system can reduce cost by
tracing patients history
• Telemedicine is existing for about 40 years now
• There is the modification of big data

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SEMINAR 5: HOW TO
MASTER THE ART OF
BUSINESS
 The seminar was open for Entrepreneurs and people aspiring to create start their own business.
• Topics discussed were; -Top strategies - Top lead generating system, Top Sales system, Top Team and Cash flow generating
system
• Every serious business minded person should consider involving internet devices such as smart phones because users are
increasing on a daily basis
• Businesses needs to make their website mobile friendly because many people access online business using their smart
phones
• Improving customer experience through entertainment and customization
• Cloud creation encourages friendly competition and creates a sense of ownership and keep customers loyal
• Blending with traditional marketing techniques such as email marketing; companies can buy emails from another company
and do customize email communication
• It is recommended that companies should use as many lead generation marketing technique as possible in order to succeed.
• I find this seminar interesting because we live in a in a world of digitalisation where everything is changing and learning skills
to improve on business is a never ending process.