In November, two conferences on the theme "Expanding a Business Internationally" offered emlyon students the chance to hear from two experienced entrepreneurs who successfully grew their businesses across borders. These events, aimed at students in Master of Science programs in marketing, sales and entrepreneurship, were an opportunity to learn about the challenges, rewards, and strategies involved in international business expansion.
Why international expansion matters
Expanding a business to new countries can open up opportunities for growth, new markets, and innovation. However, it also comes with challenges, such as cultural differences, regulatory hurdles, and logistical issues.
The conferences explored these topics, helping students understand what it takes to succeed in global business. The speakers shared their own experiences, explaining the decisions they made, the obstacles they faced, and the lessons they learned. Both are experts on international business and are Foreign Trade Advisors to the French government.
Philippe Eyraud: leading a global industrial business
Philippe Eyraud, the founder and former CEO of MIXEL and French Foreign Trade Advisor, shared his inspiring journey of turning a small French company into a global leader in industrial mixers. As a mechanical engineer with many years of experience in international trade, he brought valuable insights to the event.
Eyraud started MIXEL in Lyon, a hub for the chemical industry, and expanded it internationally. He talked about the steps he took to enter foreign markets, including setting up subsidiaries in China and Brazil. He shared how challenging it was to navigate the administrative processes in China, adapt to local customs, and manage operations remotely. One of his key lessons was the importance of building a strong global network and finding trustworthy local partners. He also emphasized the need for entrepreneurs to be hands-on and available for their teams, flexible, and ready to adapt to new environments.
Eyraud didn’t shy away from discussing the difficulties he faced, such as managing cultural differences and managing employees based in different countries, hiring the right people, and dealing with financial risks. He explained how hiring a financial controller helped him keep track of expenses and past decisions. Philippe Eyraud admitted that “entrepreneurs often focus on growth and forward-thinking and can miss warning signs which lie in analyzing numbers”.
His story didn’t end with MIXEL’s success. After selling the company, he pursued a new passion: restoring vintage cars. For Eyraud, entrepreneurship is not just about business—it’s about being different and reinventing oneself.
Wody Stemper: innovating across borders
Wody Stemper, a French entrepreneur of Malian origin, also French Foreign Trade Advisor, shared a very different but equally inspiring story. After working for a major luxury brand, she decided to leave her stable job and move to China in 2005, a bold decision at a time when few people were exploring opportunities there.
After beginning her career at Chanel in France, she spent 16 years in China, gaining expertise in project management, finance, and operations within retail and banking. Building on this foundation, she co-founded IZIVAT in 2019, a fintech startup simplifying global VAT reimbursement for tourists and expatriates. Starting a business in China was not easy, but Stemper embraced the challenges. Under her leadership, IZIVAT has achieved notable milestones, such as partnering with Visa for the Paris 2024 Olympics and Mastercard for the France Rugby World Cup 2023. These partnerships integrate IZIVAT’s innovative digital solution into official event stores, showcasing the startup’s global impact.
Wody Stemper also spoke about the importance of stepping out of her comfort zone and trusting her instincts. She encourages students and entrepreneurs to “embrace living outside their comfort zone”: going to new countries, making difficult decisions and trusting yourself to make them. For her, entrepreneurship is about resilience—overcoming one challenge makes you stronger for the next. Because there certainly will be other challenges. Wody says “if the same challenge comes back to you again, it’s because you didn’t learn the lesson yet”.
A series of conferences relevant for future business leaders
The conferences were especially relevant to students from three key Master of Science programs offered by the emlyon business school, focused on entrepreneurship, global sales and international marketing:
- MSc in Global Sales Excellence: Designed for aspiring sales leaders, this program focuses on managing international sales teams, leveraging digital tools, and driving sustainable growth. Students gain expertise in handling large, geographically dispersed teams and adapting to the evolving field of digital sales.
- MSc in International Marketing & Business Development: This program equips students with the knowledge and skills needed to understand global markets and develop strategies for business growth. It prepares graduates for roles such as business development manager, marketing manager, and product owner, with a strong focus on navigating international markets.
- MSc in Global Innovation & Entrepreneurship: This program prepares students to develop innovative business solutions and take on leadership roles in entrepreneurship. It combines courses on corporate innovation, social entrepreneurship, and global business strategies to inspire students to create lasting impact.
The conferences provided students with real-life insights into the challenges and successes of international entrepreneurship. Philippe Eyraud and Wody Stemper shared their experiences, offering practical advice on business expansion, cultural adaptation, and team management. These events connected academic learning with the realities of the global business world, inspiring students as they prepare for their careers.