Northeastern Students Assist Honduran Business in Real-World Project

January 9, 2025

Northeastern University’s third-year international business students recently embarked on a unique project to assist Sigris Illiana Arriaga Orellana, a small business owner in Marcala, Honduras. This initiative was part of their course “Understanding and Managing Cultural Differences,” led by Paula Caligiuri, a distinguished professor of international business and strategy. The collaboration, facilitated through Global Brigades’ virtual consulting projects, provided students with invaluable hands-on experience, emphasizing the application of soft skills critical in international business contexts.

Small Business Challenges in Rural Honduras

Orellana’s souvenir shop, inherited from her mother, faced numerous operational challenges typical for small businesses in rural settings. One of the primary issues was the lack of a system to track expenses and monitor inventory, which made it difficult for Orellana to manage her finances effectively. Additionally, the language barrier posed a significant challenge, as Orellana did not speak English, complicating communication with potential international customers and consultants.

Another major concern was the physical condition of her shop. The property needed improvements to create a more comfortable environment for customers, particularly addressing the heat issue inside the shop. These challenges highlighted the need for practical and sustainable solutions to help Orellana improve her business operations and customer experience. By understanding the local context and specific conditions in Marcala, Northeastern students aimed to devise solutions that were feasible and relevant within Orellana’s unique environment.

Addressing these issues required not only technical knowledge of business practices but also the ability to appreciate and understand cultural nuances. The absence of an adequate bookkeeping system meant that she consistently struggled with financial management, making it hard for her to keep track of revenue, expenses, and inventory. Introducing structured methods for record-keeping and financial planning was crucial for ensuring the sustainability and growth of Orellana’s business, especially in a setting where resources were limited and business support systems were less developed.

Northeastern University’s Involvement

The students, through the class taught by Caligiuri, were tasked with applying their academic knowledge to real-life challenges. The course focused on understanding and managing cultural differences, which was crucial in their interaction and consulting efforts with Orellana. The engagement aimed at solving her bookkeeping issues, establishing marketing efforts, resolving property concerns, and expanding product distribution.

The students approached the project with empathy and humility, striving first to understand Orellana’s context and building a strong relationship. This approach was critical in overcoming language barriers and effectively understanding the nuances of her business. By immersing themselves in Orellana’s world, the students were able to provide tailored solutions that addressed her specific needs. For instance, simple yet effective tools like a Google Sheets template were developed to help manage her inventory and track expenses – a practical solution that could be easily adopted and maintained given her current resources.

Additionally, the students explored various low-cost marketing strategies to increase visibility and attract more customers to Orellana’s shop. They created bilingual pamphlets to widen the shop’s appeal to both locals and tourists, aiming to bridge the communication gap that often hindered customer interactions. The initiative also included researching legal requirements for selling her handmade food products, ensuring that any new business ventures complied with local regulations and standards.

Empathy and Humility in Consulting

The consulting effort showed a trend of academic programs integrating real-world applications to prepare students for global business challenges. Johanna Murdock, one of the consultants, highlighted that working with a real client provided an unprecedented depth to their learning experience compared to theoretical case studies. This hands-on experience was touted as being more beneficial than traditional case studies, contributing significantly to students’ professional growth.

The project underscored the importance of cultural context in global business. Through the consulting engagements, students learned how to navigate cross-cultural interactions, emphasizing solutions that align with the client’s context and resources. This theme aligns with the course’s objective to push students out of their comfort zones, enhancing their cultural competency. They realized that empathy and humility were critical in building trust and effectively meeting the client’s needs, making their recommendations more likely to be accepted and successfully implemented.

Clear communication and understanding became pivotal in this process. The students had to rely on culturally appropriate methods of engagement and collaboration, often leveraging local knowledge and contacts to ensure their solutions were practical and feasible. This approach not only helped in overcoming language barriers but also strengthened the relationship between the students and Orellana, enhancing the overall effectiveness of their consulting efforts. The experience emphasized that success in international business often depends on the ability to empathize with and understand different cultural perspectives.

Creative Problem-Solving

The necessity to address Orellana’s challenges without relying on conventional business tools pushed the students to think creatively. The solutions had to be practical and adaptable to Orellana’s specific circumstances, which often meant going beyond typical business approaches taught in traditional courses. This approach prepared them to handle diverse and unpredictable business scenarios globally. For instance, Tessa Galovski created an attractive pamphlet in both English and Spanish to widen the shop’s appeal to tourists. This effort demonstrated the importance of understanding the local market and using culturally appropriate marketing strategies to reach a broader audience.

Kai Hamazaki developed a Google Sheets template for tracking expenses and inventory, addressing one of the primary operational challenges. This template provided Orellana with an accessible and efficient way to manage her business records, a critical component for financial stability and growth. Isabella Fuleihan conducted research on the legal requirements for selling Orellana’s handmade food items in other stores and supermarkets, providing information on natural preservatives to ensure product compliance with local regulations. This allowed Orellana to consider expanding her product range and reaching new customer segments while adhering to important health and safety standards.

The students’ creative problem-solving skills were further tested when addressing property concerns. One significant challenge was the intense heat inside Orellana’s shop, which affected both her comfort and that of her customers. Johanna Murdock explored various methods to alleviate this problem, eventually finding a local contact to assist with raising the roof for better ventilation. This solution not only improved the ambient conditions but also highlighted the importance of leveraging local expertise and resources. By drawing on local knowledge, the students ensured that their proposed solutions were not only effective but also respectful of and attuned to the community’s norms and practices.

Impact of Hands-on Experience

The students benefited immensely from applying classroom knowledge in real-life settings. This hands-on experience is considered more beneficial than traditional case studies, contributing significantly to students’ professional growth. By engaging with a real client from a different cultural background, students developed essential soft skills, enhancing their cross-cultural business capabilities. The project underscored the importance of cultural sensitivity, which is crucial for effective international business. Through the consulting engagements, students learned how to navigate cross-cultural interactions, emphasizing solutions that align with the client’s context and resources.

This theme aligns with the course’s objective to push students out of their comfort zones, enhancing their cultural competency. Working directly with Orellana provided an invaluable context for understanding the unique challenges faced by small business owners in rural and developing regions. This hands-on experience imparted lessons that could not be fully understood through textbooks alone, addressing practical aspects of business management, cultural adaptability, and empathetic client engagement. The students’ involvement in addressing real-world challenges prepared them for future roles in international business, where navigating complex cultural landscapes is often a routine part of the job.

Beyond individual growth, the project highlighted the broader educational benefits of experiential learning. By immersing themselves in Orellana’s business environment, students gained insight into the interplay between local cultures, economic practices, and entrepreneurial challenges. This holistic learning model demonstrated that effective business education extends beyond theoretical knowledge, encouraging practical application, empathy, and creativity. As future professionals, these students will be better equipped to adapt their skills to diverse environments, making significant contributions to global business practices.

Addressing Physical and Environmental Challenges

Northeastern University’s third-year international business students recently took part in an extraordinary project to support Sigris Illiana Arriaga Orellana, a small business owner from Marcala, Honduras. This endeavor was a component of their course titled “Understanding and Managing Cultural Differences,” which is under the expert guidance of Paula Caligiuri, a renowned professor of international business and strategy. The partnership was established through Global Brigades’ virtual consulting projects, giving students a chance to gain crucial real-world experience. This undertaking highlighted the importance of applying soft skills in international business settings. In addition to theoretical knowledge, the students were able to immerse themselves in practical scenarios, navigating cultural nuances and business strategies. This kind of engagement is essential for budding international business professionals, preparing them for future challenges in a globalized market. Through this, they were able to contribute significantly to Arriaga Orellana’s business, all while enhancing their own educational journey.

Subscribe to our weekly news digest.

Join now and become a part of our fast-growing community.

Invalid Email Address
Thanks for Subscribing!
We'll be sending you our best soon!
Something went wrong, please try again later