1. Boston, March 22 – 2015
To Whom It May Concern
I am writing this letter of reference on behalf of Mr. Mike Gjerluf Knudsen who was my student in the MGMT S-
5650 International Business: Context & Strategies class of Harvard University Summer School. This demanding
and intensive course was taught during the summer of 2014. The course consisted of 14 sessions with 3 hour
class sessions meeting twice a week from June 24 to August 7. The final grading was based on the following
requirements: individual case presentation (15%), class discussion and participation (15%), midterm exam
(25%), project report & presentation (20%) and final exam (25%). Mr. Knudsen obtained a final grade of B+
(89 points/100).
The course focused on the environment of international business and emphasized the knowledge and skills
managers need to face during global competition and to evaluate international investment and business
opportunities. The course required extensive use of concepts of strategy, marketing and finance and was
conducted through lectures, discussions and case analysis. In addition, a project group consisting of an entire
business proposal to expand an existing or start-up product into a new foreign market was presented and
defended in front of the class. The course purpose was to enable students to do the following:
1. To discuss the challenges of international management and describe the 21st
-century global
competitive landscape;
2. To describe global business concepts, models, and frameworks and their cross-functional integration;
3. To research varied foreign markets and develop strategy that takes into account relevant political,
cultural, and economic factors;
4. To explain when and why to use different product-market entry and penetration strategies;
5. To identify some of the different skills and system required to implement strategies across country
borders:
6. To explain how firms sustain and renew resources, capabilities and core competencies to support
international growth strategies;
7. To perform quantitative and qualitative analysis to examine global issues, formulate solutions and
support with case-specific evidence;
8. To argue in favor of a clear and focused position while considering the insights of peers;
9. To team work in culturally diverse environments;
10. To improve critical and strategic thinking, primarily through deciphering complex international business
environments.
The Textbook required was International Business: Competing in the Global Marketplace by Charles W. L. Hill,
published by McGraw Hill/Irwin, 10th Edition. In addition, class discussions were based on business cases and
analysis of events published by the Wall Street Journal, The Economist, Business Week and The Financial Times
as they were occurring during the class.
Mr. Knudsen first assignment was to present a case titled “Did the Global Capital Markets Fail in Mexico?”
which required an exhaustive analysis of the political and economic circumstance that surrounded Mexico
before and after its currency crisis in the 90s. The case was complex in that related to critical historical
circumstances that involved political uprising with a cessation movement, a political candidate assassination, a
currency crisis and simultaneously the recent establishment of the North American Free Trade Agreement. The

2. presentation masterfully covered all aspect of the issue and constituted a great presentation. The team of 2,
which included Mr. Knudsen analyzed in detail all the arguments and did an excellent presentation. The
research involved in preparing the case, the way it was related to current events and the presentation were all
extraordinary.
Mr. Knudsen and his group teammates (a group of 5 students in total) decided that for the final project they
wanted to work on and defend a business proposal to introduce “Neverwet into the United Kingdom
market”. Neverwet is an innovative American company dedicated to identifying, inventing and
commercializing nanotechnologies. The particular product the team focused on was an advanced water
repellant. They developed a strategy to enter by focusing in two market segments simultaneously: households
and industrial. His final project constituted an outstanding paper, with commendable supportive research and
a well presented defense. Some of the group’s arguments were based on the market size, favorable country
conditions, potential in the UK market and the possible expansion to other closer markets. The marketing
recommendations included strategic alliances and direct sales through a local distributor. A combination of
push and pull sales strategy with concentrated advertising was to be employed. The market penetration
utilized on its first phase an export strategy with direct sales to the industrial segment and the use of
established superstore chains for the household segment.
Working with the group and Mr. Knudsen in particular, was a pleasure as they demonstrated great harmony,
professional maturity as a team and were open and amenable to my continuous suggestions, guidance and
monitoring. I must highlight that Mr. Knudsen was and active class participant; always on time, cordial and
interested. His comments were smart; he was always engaged and constantly brought interesting topics to
discuss apart from being current on international business issues which he always related well to the class and
the theory.
After knowing Mr. Knudsen throughout the course, I believe he will be an excellent addition to any
organization or group he is interested or invited to join in. As an individual, I am sure he will be able to assess
and professionally resolve any assignment given to him; hence, I don’t hesitate to highly recommend him.
Respectfully,
Jorge Riveras, PhD, MBA
Instructor, Harvard University Summer School
Director MBA Program
Assistant Professor of Strategy & International Business
Department of Business
Framingham State University
Email (personal): JR-Boston@rcn.com
Phone (personal): (617) 797-7370