MBA也要關(guān)注中小企業(yè)

At top-tier business schools, students learn about multinational companies in various industries via seminars, guest lectures, case studies, and company visits. But missing are efforts to help students learn about small and medium-sized companies. This is a gap that must be filled.

在一流商學(xué)院，學(xué)生通過研討會(huì)、客座講座、案例研究和公司訪問來了解不同行業(yè)的跨國企業(yè)。但這些商學(xué)院未能幫助學(xué)生了解中小企業(yè)。這是一個(gè)必須填補(bǔ)的缺口。

In the UK, for example, SMEs represent 99.9 per cent of businesses, and account for 60 per cent of private-sector employment and 51 per cent of private-sector turnover, according to the Federation of Small Businesses.

例如，英國小企業(yè)聯(lián)合會(huì)(Federation of Small Businesses)的數(shù)據(jù)顯示，在英國，中小企業(yè)占到所有企業(yè)的99.9%，貢獻(xiàn)了60%的私人領(lǐng)域就業(yè)以及51%的私人領(lǐng)域營業(yè)額。

In France, the picture is similar: SMEs represent 99.9 per cent of all enterprises and provide about two in three jobs.

法國的情況類似：中小企業(yè)占到所有企業(yè)的99.9%，提供了三分之二的就業(yè)。

This data cannot be ignored. And while it is understandable that many students wish to work for a multinational — whether it be in banking or technology — or want to start their own businesses, they still must understand SMEs and their roles in economies.

不能忽視這些數(shù)據(jù)。盡管可以理解的是，許多學(xué)生希望在跨國企業(yè)工作(無論是銀行業(yè)還是科技業(yè))或者自己創(chuàng)業(yè)，但他們?nèi)匀槐仨毩私庵行∑髽I(yè)以及它們在經(jīng)濟(jì)中的角色。

99.9% 99.9%

Proportion of UK businesses that are SMEs. They account for 60 per cent of private-sector employment and 51 per cent of private-sector turnover

英國99.9%的企業(yè)是中小企業(yè)。它們貢獻(xiàn)了60%的私人領(lǐng)域就業(yè)，以及51%的私人領(lǐng)域營業(yè)額。

On the campus of any business school, there is much collective experience and wisdom to share. A limited study and an elitist approach to business is a missed opportunity.

在任何一所商學(xué)院的校園里，都有許多集體經(jīng)驗(yàn)和智慧可供分享。片面的學(xué)習(xí)以及奉行企業(yè)精英主義將會(huì)錯(cuò)失機(jī)遇。

SMEs face different problems to the large companies explored in the case studies on business school courses, and they have different goals. While large-scale marketing activities, for example, are discussed in the classroom, students should also learn that creativity can be fostered under constraints that small businesses face.

中小企業(yè)的問題與商學(xué)院課程案例研究中探討的大公司的問題不同，而且它們的目標(biāo)也有所不同。例如，在課堂上討論大規(guī)模的營銷活動(dòng)時(shí)，學(xué)生們也應(yīng)該知道，即便在小企業(yè)所面臨的種種限制下，創(chuàng)造力也是可以提升的。

Smaller companies tend to have limited resources, with less capacity to invest in marketing, and other business problems than bigger companies. Creativity does not have to be costly, but it is easier to find a solution if resources are abundant. It is important that students realise that, on a smaller scale, problems tend to be amplified and it is important to prioritise.

較小的企業(yè)往往資源有限，與較大公司相比投資于市場營銷的能力較低，還面臨其他的業(yè)務(wù)問題。創(chuàng)造力不一定要花多少錢，但如果資源充足的話更容易找到解決方案。重要的是，學(xué)生們要意識(shí)到，在規(guī)模較小的企業(yè)，問題往往被放大，分清輕重緩急很重要。

Business schools and their students spend a lot of time discussing how to manage the social impact of business. Again, here they address matters on a large scale. They talk about supporting international activities, but often forget what is needed on their doorstep.

商學(xué)院和它們的學(xué)生花了大量時(shí)間討論如何管理企業(yè)的社會(huì)影響。同樣，在這個(gè)問題上他們從大處著眼。它們談?wù)撝С謬H活動(dòng)，但往往忘記自己家門口需要什么。

These are the two main obstacles that ESCP Europe experienced in organising the community project for its masters programme in marketing and creativity.

這些是ESCP歐洲商學(xué)院(ESCP Europe)在為其市場營銷和創(chuàng)造力碩士課程組織社區(qū)項(xiàng)目時(shí)經(jīng)歷的兩個(gè)主要障礙。

The project is designed to create a platform that bridges the lack of understanding between business school students and SMEs, where experiences and ideas can be exchanged.

該項(xiàng)目旨在建立一個(gè)平臺(tái)來彌合商學(xué)院學(xué)生與中小企業(yè)之間的相互缺乏了解，供他們交流經(jīng)驗(yàn)和想法。

For ESCP, the challenge was to help the students adapt their knowledge and skills to local business needs and to convince SMEs, such as local shops, that the students can offer value. Most did not even realise there is an international business school on their doorstep.

對(duì)ESCP歐洲商學(xué)院來說，挑戰(zhàn)在于幫助學(xué)生，讓他們的知識(shí)和技能適應(yīng)當(dāng)?shù)氐钠髽I(yè)需求，并讓本地商店等當(dāng)?shù)氐闹行∑髽I(yè)相信，學(xué)生能夠提供價(jià)值。大多數(shù)人甚至都沒有意識(shí)到他們的家門口還有一所國際商學(xué)院。

In the case of a clothing shop, the owner had a problem with customers who would buy a piece of clothing, wear it for an event and then return it with the tags still attached. A student suggested this problem could, in fact, be an opportunity to start a garment rental business.

就服裝店來說，店主的問題是有些顧客會(huì)買一件衣服，穿上它出席某個(gè)活動(dòng)，然后又把標(biāo)簽完好的衣服退回來。一名學(xué)生表示，這個(gè)問題可能是開展服裝租賃業(yè)務(wù)的機(jī)會(huì)。

A rental business would demand more resources than the shop owner had, but he did admit that he had not thought of looking at the problem as an opportunity.

租賃業(yè)務(wù)需要的資源超出了店主的能力，但他承認(rèn)沒有想到把問題看作機(jī)會(huì)。

It is not just about teaching SMEs growth strategies, but about creating a strong community to create growth together.

重要的不僅是教授中小企業(yè)發(fā)展戰(zhàn)略，而且還要?jiǎng)?chuàng)建一個(gè)強(qiáng)大的社區(qū)以共同發(fā)展。

Hsin-Hsuan Meg Lee is the co-programme director of ESCP Europe’s master’s in marketing and creativity

本文作者是ESCP歐洲商學(xué)院市場營銷和創(chuàng)造力碩士項(xiàng)目的聯(lián)合課程總監(jiān)