Dr. Eskerod presents research at Webster Thailand
In late February 2017, Dr. Pernille Eskerod presented her current research on project opportunity exploitation to students and faculty at Webster Thailand. The presentations took place at Webster's Bangkok Academic Center as well as at the Cha-Am/Hua Hin campus. Dr. Eskerod has been visiting professor at Webster Thailand for the term Spring 1, 2017.
Dr. Eskerod’s starting point was the claim that in a world of uncertainty, it is difficult to foresee what opportunities will occur in the future. This holds true for individuals, groups, profit/non-profit organizations, NGOs, and more. To maximize benefits for shareholders as well as for other stakeholders, future managers need to find ways to exploit opportunities nobody had thought of when an initiative, e.g. a project, was initiated.
Drawing on an in-depth case study of an infrastructure project, i.e. the construction and use of a now 50 years old highway bridge in Astoria, a small city in the USA, Dr. Eskerod pointed to a number of unexpected opportunity exploitations. The bridge has been used as a logo for a local newspaper, as a film set for commercials and movies, as a venue for an annual run/walk event, as a vehicle for a research project on solar powered navigation lighting systems, as a driver for numerous celebrations events at its 50 years anniversary and more. By encouraging and allowing various stakeholders to exploit opportunities generated by the bridge, the local authorities managed to boost tourism, business as well as citizen identity, pride and satisfaction within the area.
In addition to the research presentation, Dr. Eskerod invited students and faculty to take part in her research on global hospitality management. Dr. Eskerod has already been conducting research with Hilton Hotels Austria. Furthermore, she attended the 6th Annual Tourism Forum in Thailand in January 2017 and serves on the committee for a master thesis on hotel development at Webster’s campus in Bangkok.
Both the presentations and the invitations were very well-received and the participants pointed to a clear relevance for the topics in a Thailand context.
Dr. Pernille Eskerod will be back at the Vienna campus for Spring 2, 2017 and her team will be very happy to welcome her back!