Sept. 15, 2006
McCombs Executive Education Helps Beijing Electric Compete in China
By Andrea Ferdinand

Imagine you are an executive for a company that has never had a competitor. Now imagine your company is suddenly thrust into a highly competitive market. How do you solicit clients? How do you make a profit?

Welcome to the dilemma facing Beijing Electric Power Corporation. The company became independent of the Chinese government in 2003 and has since had to adapt to a competitive marketplace and all of the challenges that come with it. For help, Beijing Electric turned to the Executive Education Program at the McCombs School of Business to create custom courses in marketing and customer service tailored to the needs of the company and its executives.

“We are very happy that we have been chosen by Beijing Electric to develop and deliver a customer service and marketing executive program that will help give the company managers the tools they will need to accomplish these new objectives,” said Brad Armstrong, business development manager for Executive Education at McCombs.

The 13-week series hosted at McCombs began in early September. Its participants include 15 of Beijing Electric’s top managers and future leaders of the utility industry in Beijing and throughout China. The program includes 12 weeks of in-class training and an additional week of field trips to local and state Fortune 500 companies.

“This company has to figure out how to increase revenue, find customers and begin thinking about doing branding work,” said Vijay Mahajan, a marketing professor at McCombs. “Beijing happens to be the capital of the country, so if they don’t do a good job, the whole country will know.”

In addition to being the capital, Beijing is also the site for the 2008 summer Olympics. Tourism is also increasing exponentially in China, which raises the need for hotels, restaurants, street lights—all of which require electricity.

By working with McCombs to refine its customer service and marketing strategies, Beijing Electric hopes to prepare itself for the rapid growth of the company and its market.