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Zicklin Undergrad Is First Baruch Student to Win International Competition

March 8, 2019

Juana Alejandro Soriano (BBA, ’19), an undergraduate student in the Zicklin School of Business at Baruch College, is the School’s first student to place in the “best teams” category in the 2018-2 X-Culture Competition, an international business contest.

Out of 1,113 international teams that competed, just 44 were selected for this honor, putting Soriano and her teammates in the top four percent. Selection was based on the project reports the teams submitted, which were evaluated by up to seven experts in international business. All the winners “received nearly perfect evaluations,” the X-Culture website noted. “It was impossible to objectively select one best team.”

Soriano, a Marketing Management major pursuing the International Marketing track, got the chance to enter the contest while taking MKT 3400 with Clifford Wymbs, associate professor of International Business. “I was hesitant to sign up, but I remember thinking about the title of the course—International Business Principles,” she says. “I thought about the opportunity of working with students in different countries and time zones and being able to work on a real-life business problem.”

Soriano and her teammates, who hailed from Indonesia, Mexico, and Great Britain, created an international market entry strategy for Welever, a company in Madrid, Spain, that provides a platform for tracking organizations’ contributions to sustainable development goals.

“It’s always exciting to see Zicklin students getting recognized in international competitions,” says Professor Wymbs, Soriano’s instructor. “I believe that the best way to learn international business is to experience it, and the X-Culture project is an excellent way to accomplish this goal.”

The Weissman Center for International Business pays the fee that allowed Soriano and 11 of her Zicklin classmates to participate in the contest. “My experience is that, given a chance to participate in competitions, Baruch students do very well,” says Terrence Martell, director of the Center. “However, the real thanks goes to Professor Wymbs for providing this opportunity for his students.”  

The Zicklin School of Business located in New York City is a recognized leader in providing undergraduate, graduate, and executive education for the 21st century. It offers part- and full-time business degree programs taught by faculty who are thought leaders and practitioners in their fields. An AACSB-accredited business school, Zicklin has developed cutting-edge dual-degree programs with top universities around the world.