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Essay Question:
What do you consider to be your greatest achievement and why?
My greatest achievement was establishing my own fine-dining restaurant. The joy I felt when I led my startup restaurant to an ongoing success, despite many obstacles and competitive pressures, proved to me that my sacrifice was well worth the effort. Starting with limited capital, I learned how to allocate resources. Instead of hiring professional agents, I designed the floor plan myself and dealt with county officials to obtain the necessary permits. It was like a miracle to me when I realized that the business I established is worth many times more today than the capital with which I started. In the beginning, our performance was less than ideal because competition was fierce. I implemented weekly team meeting with my employees to brainstorm ideas to promote the restaurant and to review past performance. I created a family-like relationship for my employees and they treated the restaurant as though it were their own. After two years of struggling, we became the most profitable restaurant in the area. The challenges I faced made me more mature both professionally and personally. Acting as the key solution-provider in my first business gave me greater confidence in my potential for developing a successful consulting enterprise after my MBA graduation. Describe your most challenging experience while working in a group The most challenge when in a group relationship is to convince others to work toward a common goal. When I inherited my fathers business in China, I tried to change the worker's slacking behavior by switching the pay-by-the-hour system to the pay-by-the-unit system. When I announced the change, more than 50 workers protested and refused to work. To convince them that the new system would benefit them was the best solution to the dilemma. I decided to let the protesting workers debate with the supportive ones, with no intervention from management. Through the debate, workers who were previously against the new system finally understood the advantages that they would gain from it: Their daily working hours would be shorter while their compensation would stay at least the same as long as they worked efficiently, which would be something they could control. After only a three-hour debate, both sides were satisfied and the company was back to business immediately. With the new system, productivity and efficiency increased, while everyone was happier because they could now control their working hours without affecting their salaries. That experience made me realized that collaboration is the most challenging to achieve, and motivation is the key to making it happen in leading a group to reach a common goal. Of what skill or talent are you especially proud? I am especially proud of my skill to see a person's true value and to help him or her recognize it. My thirteen-year-old-housemate was an absolute reticent introvert. He hardly ever spoke. Nobody at home ever paid attention to him, or noticed his very existence. I let him know that I would listen to him. I observed him carefully and tried to start conversations based on topics in which he had an interest. After a year of my efforts, he finally began to speak up and share his school life with me. I noticed he had exceptional talent in drawing and writing. However, his works were extremely sad, even destructive: Ships were always destroyed and no one could ever survive. I did research and learned that his family's ignorance made him an extremely negative and destructive person. I decided to bring him along with me to the community service center every week. Gradually, he changed from a silent boy to a talkative artist. That talent makes me proud because it allows me to create hopes for others. People sometimes abandon themselves when they cannot recognize their own values. I will use that talent to save such people by helping them find their true worth.
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Essay Question:
Discuss your career goals. What skills do you expect to gain from studying for an MBA and how will they contribute to your professional career? (major essay). This was written for an MBA program.
I plan to develop a career in international brand management within consumer product companies. Working in advertising has provided me with a first-hand view into life on the Client side. L'Orial especially included their agencies in many of the processes not traditionally considered 'advertising,' sharing their marketing plans and consulting with us on new product concepts. Communications is an important building block for brand development, and my experience to-date will no doubt provide me an advantage. Since working on the Nestli Central Team, I have been exposed to the heart of strategic communications. Because we are removed from day-to-day market issues and short-term profit considerations, we focus on the big picture. Working with top-level clients and Publicis managers, I have learned how to develop a durable brand positioning, how to connect with the consumer, and how to develop a total communications plan. However, I wish to be a part of the larger picture. I am currently working on a project to improve in-store communication for bottled water. Although my input pertains to the medium and the message, the work is to a certain extent incomplete. Without understanding key account negotiations and the functioning of the sales force, I am unable to propose a realistic implementation plan. While we are hired as communications experts, I am interested in managing a brand in its entirety. I also wish to work in a more analytical field. While I initially chose advertising for the creative aspect, my strength lies in business, and I would like utilize more 'hard' skills. Communication is highly strategic, but based on creative intuition. While I appreciate creativity, and will certainly need to understand it as a brand manager, I am a businesswoman at heart. Working internationally and on global projects is important to me. I took the position in Paris in order to realize my dream of working in France for a few years and to gain some international experience before pursuing my MBA. Instead, my career direction changed. I have learned the importance of understanding the global marketplace. A sound business plan is ineffective if it does not take into account how the local consumer thinks; likewise, the executive must comprehend how a company functions in another culture. To operate in the international arena, it is vital to arrive at a balance between international necessities and local realities. This is the ideal school for me because it provides a global management education. While other top programs can provide the marketing skills, the general management focus, and the access to high-level faculty and business people, only this MBA program provides a true international education. Furthermore, the graduates land internationally focused positions worldwide, not only at conglomerates such as LOrial, but also expanding companies such as Nars Cosmetics. Globalism has become a catchword, and international opportunities are becoming more and more prevalent at MBA programs today. While I think these have merit and would certainly take advantage of all offerings at another school, only this MBA program truly infuses globalism throughout the curriculum. I recently had the opportunity to visit the school and sit in on a class, and felt the same vibe as at an international seminar for Nestli. No one culture is prevalent; nobody is providing the international viewpoint. The education was truly global.
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Essay Question:
Describe your professional work experience since earning your bachelor's degree and discuss how you chose your career path. (250-word limit)
My senior year at XXX, I aggressively pursued an analyst position in investment banking because I saw an opportunity to build upon my academic background in finance and develop stronger analytical skills. While at XXX in New York, I learned how to work as part of a team in high-pressure situations and gained a fundamental understanding of capital markets. Towards the end of my second year, I realized that I wanted to utilize these skills in an international context. To this end, I targeted and was selected to help build XXX European banking franchise knowing this would provide an excellent framework for evaluating a career in international investing. However, overcoming the cultural and language barriers of working with European management teams proved more challenging than anticipated. Relying upon my analytical and team skills, I quickly overcame these barriers and so legitimized my role on these early assignments. Seeking to deepen and globalize my analytical skills, I joined XXX. The firm seemed the ideal environment to gain a more intimate knowledge of the investment decision-making process. Working directly with Principals and Managing Directors, I have undertaken an increasing level of responsibility in evaluating potential investments and drawing the conclusions that go into our firm's investment decisions. In the process, I have learned - and I am still learning - what it means to make difficult decisions and take calculated risks. I have also learned a great deal about how a company should be run and how it should not.
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Essay Question:
What are your short and long term career goals once you earn your MBA? Why will The Duke MBA help you reach these goals?
My long-term career goal is to build market-leading global enterprises, either as a senior executive or in equity partnership with outstanding management teams. It is becoming increasingly difficult to be an effective CEO or successful investor without possessing a fundamental knowledge of the interdependency among world economic markets. Through my academic and professional experiences thus far, I have seen firsthand the increasing influence of this dynamic on companies in Europe and the US. I look forward to the intellectual and cultural challenges of identifying and growing businesses that serve as benchmarks for global enterprise. An MBA from Fuqua is the next logical step towards attaining my goals. I plan to attend business school to broaden my understanding of the complexities of international business, to develop relationships with future business leaders and to enhance my skills as a global manager. After earning my MBA, I would like to return to private equity to gain additional experience building multinational service businesses in sectors such as health care or telecommunications. I will carefully consider options including returning to XXX or joining a US firm seeking to build an investment practice in Europe or Asia. Regardless, I am determined to capitalize on the opportunities presented during these next few years to learn and grow as a student, as a business leader and as a person. I have learned a great deal from recent conversations with local alumni and current students about the distinctive momentum driving Fuqua. My recent visit to campus provided tangible confirmation of the engine for this momentum - that of students taking responsibility for their education. It is this core ingredient that sets Fuqua apart in helping me achieve my goals. The depth and flexibility of Fuquas integrated curriculum allow students to take ownership of their academic experience. Having a specialized background in finance, I view the opportunity to expand my knowledge of other aspects of business as a critical step to becoming a more well-rounded, enlightened professional. However, student influence extends beyond the classroom and takes many forms in this community. I can think of no better way for exploring different facets of leadership than in collaboration with talented students from diverse backgrounds that share this ambition for initiative. As an active participant in my own educational experience, I am confident that Fuqua will provide many exciting challenges leading to personal and professional growth. The alumni and students who have gone out of their way to introduce me to Fuqua are a strong testament to this.
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Essay Question:
Fuqua's culture values the individual contributions that each student brings to the community. What qualities and life experiences will you bring to Fuqua, and how will they enable you to contribute? (500-word limit)
In 1958, my father returned home from college to run the family business when my grandfather became sick. Over the next 30 years, he worked tirelessly to build a successful lumber business. This business was our family's lifeblood - my mother worked in the office and I worked summers and weekends for the mill while growing up. The business was also an integral part of our rural upstate NY community - it was a major employer and I attended school with children of the 18 employees. My parents were proud of what they provided for their family and community. From their example, I gained a true appreciation for the value of sacrifice, determination and hard work. Despite the commitments of family and business, my parents remained active in our community. My dad coached little league baseball and was on the board of our church while my mom worked with our local Rotary club. They instilled in me at an early age the importance of social responsibility. However, these were lessons learned by involvement as much as by dictate boy scouts, junior ministry, coaching fifth-grade basketball. In many ways, our community was like family to us. Only until later, however, did I realize the true extent of this relationship. When our business closed in 1994, my parents were forced to regroup completely. The community's immediate and selfless support provided the necessary bridge to their suddenly uncertain future. It was an emotional reminder for me that communities exist to help their members and forever heightened my commitment to my own personal and professional environments. Communities exist to engage and welcome as much as to support. Ironically, I learned this simple yet valuable lesson while studying abroad in Denmark. My first day in Denmark started apprehensively. Sitting across from me - smiling but silent - were my 'mother' and younger 'brother' and 'sister'. As their guest, I felt responsible for breaking the ice. However, they spoke little English. I thought fleetingly that I should have taken residence at the university like most other students. Would the next six months be this uncomfortable? I soon had an answer. My 'father' Per soon arrived carrying an apple pie adorned with Danish and American flags. My younger 'brother' Frederik clapped and gave Per a patriotic salute. We all laughed. Three hours later, the pie was gone - but we were still there. The Skov-Madsen's treated me as family and introduced me to their community. They ultimately gave me an incredible journey of cultural enlightenment and self-discovery. Upon departing six months later, I knew I was leaving behind something special - my second home. These life experiences demonstrate the value I place in and commitment I have to building and sustaining strong communities. A strong community captures the best of what truly fulfills me - helping family and friends, positively impacting others and engaging new cultures. I am confident that the Fuqua community will learn from my life experiences as much as I intend to learn from it.
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Essay Question:
Describe your most challenging experience, how you handled it and what you learned from it.
When I left Paris in June 1996, after having spent nine months studying in France as an exchange student, I made the promise to myself that I would return one day to live. Five years later I boarded the plane for Paris, French contract in hand. My experiences over the past three years have shaped me as a person, and I believe that they will allow me to bring a unique perspective to the Fuqua community. Although I work for the same company as in New York, I was not transferred. I have a local French contract, and had to overcome hurdles to find and succeed in my position. I believe this sense of risk and determination would make me a valuable asset to the Fuqua community. To my knowledge, I am the first Publicis USA employee ever to move to headquarters. There was no system of exchange in place, and finding a position took initiative and persistence. I applied to several advertising agencies in Paris, and surprising even myself, landed multiple interviews. At Publicis, I made contacts with high level managers based in Paris, ensured I was involved in international projects including an important new business pitch, enlisted the support of the US managers including the New York CEO, and gave a new definition to the words follow-through. Not only did I manage to land a job in Paris, but with great difficulty, was able to change positions after one year and negotiate salary raises for myself each of the last two years. Accustomed to an American system that coddles its employees, I quickly learned that only I would be responsible for my own success. Compensation was not an automatic reward for good work; rather it was something that required determination, confidence, negotiation, and persistence. As a foreigner on a local contract, this was to prove even truer. More importantly, I have gained an amazing education in international business and learned first-hand the importance of understanding the global marketplace. I believe this professional background gives me a unique outlook that will further allow me to contribute to the Fuqua community. I have learned how a multi-national builds a global brand, and how international necessities are balanced with local realities. I have worked according to different business models, and have been able to personally judge the effectiveness of diverse methods. One of my principal responsibilities is managing communication implementation for Nestli Pure Life and Nestli Aquarel, two Nestli branded waters. Pure Life exists in diverse markets around the world, while Aquarel is only present in Europe. Yet, Pure Lifes advertising is controlled centrally, while the Aquarel markets are allowed control over most of their creative, provided they work according to an international positioning. I have been able to personally judge the benefits and disadvantages of each method. I have also had the opportunity to delve deeply into local market situations, and have learned how vital it is to understand the native culture. Just as a sound business plan is ineffective if it does not take into account how the local consumer thinks, an executive must comprehend how a company functions in another culture. I work closely with several countries in the Middle East. Until approximately a year ago, I had a very difficult time connecting with my colleagues there. Last year, I attended an in-store visibility seminar in Egypt, and was able to meet representatives from each of the markets. I quickly learned that my method of communication was ineffective in this part of the world and had blocked my ability to create a relationship. My American habit of ensuring everything was in writing actually ran contrary to the work customs. I have since changed the way I liaise with these markets, and have been able to build a solid relationship with each of my colleagues. I believe these experiences distinguish me as a candidate, illustrating both my values and unique professional background. Hopefully the persistence and determination I bring to projects, combined with my international perspective, will allow me to make a contribution to the Fuqua community.
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Essay Question:
Describe the most meaningful professional risk you have taken.
I have just finished reviewing Pamela Jaffe's file, and would like to recommend her for admission to the Fuqua Class of 2006. Two elements in particular caught my attention and lead me to believe she would make a unique contribution to the incoming MBA class. First, Pamela's experience is atypical within the advertising field. She has developed her knowledge in this domain from both the macro and micro perspectives. Pamela's successful career evolution at Publicis New York assures me that she will have the skills inherent to an advertising account manager: most notably project management. However, it is her current position that makes me think she would make an interesting addition to our community Working from a global and regional perspective, Pamela has acquired a big picture view of promotion's role within the marketing mix. She has learned how a brand positioning is built globally and developed into a total communications plan locally. Working closely with senior Publicis executives including the International Head of Strategic Planning and Worldwide Nestli Account Director, she has witnessed the development of international tools and strategies, helping markets implement them locally in a variety of media. I believe Pamela's experiences have given her a true understanding of communication's role in building a brand, one that is often difficult to achieve within the typical account management structure that focuses on the details of one brand in one market Secondly, Pamela's international experience and outlook will certainly add to our class. Having worked extensively both in the U.S. and abroad, Pamela will not only be able to provide an international outlook, but will be able to critically examine both the American and European systems. Yet at the same time she realizes how much she needs to learn, and plans to take advantage of our programs. I draw your attention to these two factors because I believe they clearly show how Pamela can add to our community. However, I would not recommend her for admission if she did not also possess the basic skills and attributes fundamental to a Fuqua student. Pamela has a clear career focus and has considered how Fuqua will help her to achieve her objectives. As her future goals are based on her current experiences, I am confident that Pamela has clear professional direction and will benefit from our program. Furthermore, she shows both leadership potential and teamwork skills. At Publicis New York, Pamela received two promotions in four years, and was managing two direct reports by the time she resigned. In her current position, she oversees local account teams around the world. While not a traditional supervisory role, this virtual management requires similar abilities. In fact, Pamela is currently scheduled to go to Beirut in January and lead the local Publicis office in a major photography shoot for the Middle Eastern region. This assures me that she is seen as both a manager of authority and someone who can be relied upon to work independently. I have no doubt that Pamela has the teamwork ethic that is part of the Fuqua culture, as this skill is inherent to advertising. The very definition of an account executive's position is to manage the needs and expectations of each department and Client. I did have see one cause for concern in Pamelas file. Although she attended a top college, her GPA is significantly lower than our average student's. A review of her transcript, however, assuaged my doubts. Setting aside the typical low GPA freshman year, most of her poor grades were received during her Junior Year Abroad. As she took all her classes at the French University with local students, I would guess that her performance might have been more related to a weakness in French than pure academic ability. (Her grades in sophomore year French classes would confirm this for me.) Obviously Pamela has overcome her French hurdle! In any case, her strong senior year GPA and high GMAT convince me that Pamela has both the academic ability and desire to perform well at Fuqua.
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Essay Question:
Personal statement. Describe career to date and why you are am applying for the Fuqua Cross Continent Program
About a year ago, my client and I sat down to our monthly status meeting to discuss the upcoming launch of Nestli Pure Life in Saudi Arabia. I remember this meeting precisely for what we did not accomplish. After having spent a fruitless two weeks trying to contact our Riyadh office to determine when and how they were planning to communicate this new brand, I was hoping that my client had at least managed to determine a bit more via her local Nestli contacts. Unfortunately, she too, had been unable to gather any information on the market's plans. As an Associate International Brand Director on Nestli Pure Life, a bottled drinking water sold throughout the Middle East, Asia, and Latin America, one of my greatest challenges has been to establish relationships with our markets in the Middle Eastern region. Because Pure Life is the first Nestli branded water, image is of utmost importance and communication is controlled centrally. It is my responsibility to ensure that our markets' adaptations adhere to guidelines, that their local developments follow strategy, and that they create effective communications. While our team had very positive working relationships with most of our markets, we barely managed to communicate with the Middle Eastern countries, let alone influence their work. Phone calls were rarely returned, emails were ignored, and the little information we did receive was sent sporadically and too late. I knew this problem would one day escalate into a larger issue, but I could not find the cause. In February 2003, I had the fortune to be sent to a visibility marketing seminar in Egypt. The workshop's purpose was to improve in-store marketing for our brand within the Middle East; yet it also allowed me to meet each of my colleagues from the markets in this region. Over drinks and at dinner, we had the opportunity to truly get to know each other and I was finally able to identify the problem. I quickly learned that our team's method of communication was ineffective in this part of the world and had blocked our ability to create a relationship. Our western habit of ensuring everything was in writing actually ran contrary to their work customs. Relationships in the Middle East are based on trust, and they are built up over time. Our efforts to be precise and to ensure all parties were privilege to the same information had actually alienated our colleagues. Once I returned to Paris, I immediately changed my work methods. I began to call my colleagues frequently, especially those who had not been present at the seminar. I gained their confidence by making it clear that I was their ally; that I wished to help them, rather than hinder their efforts. I showed them how I could help by giving them an international perspective. The actual information and support I provided remained the same, but my method of communicating it differed. I recently completed the last step in solidifying our relationships. I convinced the Client to finance a photo shoot to develop a lifestyle image bank specific to the region as a service to the markets. As Nestli Pure Life is fairly new and therefore not yet profitable in most countries, the individual markets have neither the budget nor the resources to undertake a large-scale initiative. I knew this project would provide a service to the markets and at the same time appeal to the Client as a way to create efficiencies and control the brand image. To ensure the work had local appeal, we developed the images in conjunction with our Dubai agency and held the actual photography shoot in Beirut. I gave the local agencies a sense of ownership and control by asking their opinion each step of the way. Spending a week on-site at the shoot, I had the opportunity to become more ingrained in the nuances of the individual countries. I began to understand how truly different each market is: in terms of lifestyle, in terms of attitude towards religion, and in terms of the woman's role in society and the family. This has allowed me to develop an even deeper bond with the markets. As I have learned more about the region, I have gained a better sense of how to help them. Overall, the results have been positive. Not only do my colleagues frequently call to update me on their progress, but they also ask for my advice and help. In particular, I have developed a close relationship with my Saudi colleague. We now communicate often, and he includes me in all decisions as if I were a local team member.
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Essay Question:
"Team Fuqua" is a frequently used term when discussing the Duke MBA program. Great teams have great leaders with great ideas and great team play. Thus, "Team Fuqua" means much more than teamwork. In fact, it builds directly from the core values of Fuqua, which are collaboration, innovation, and leadership. Please describe what you would bring to build on these core values and make Team Fuqua great.
I have been in the top one percentile of the students, winning a number of state level scholarships and awards. Besides being a topper, I always strove for a multi-faceted development through excelling in extra curricular activities like debating, quizzing, athletics, community service etc. I have always been one of the best in sports winning many awards and accolades. I have the ability to work and study long hours, which I have acquired during studying for Chartered Accountancy course along with Bachelor of Commerce degree. Passing the CA exam required the hard work and determination to stay on course and concentrate on studies. It has strengthened my belief that determination can make one achieve anything. During my experience in the corporate world, I have again excelled earning many accolades, displaying superior leadership and human skills. I have gained transnational experience of Asia pacific and Middle East working in xx, xx, xx, xx and xx. This has provided me with the deep understanding of the functioning of the businesses in various countries. I have developed a solid foundation in teamwork, analytical, and problem-solving skills. Handling a varied clientele at xx for the past one year and having worked both offshore and at a client site has given me a global perspective of today's liberalized economy. I feel that this experience would certainly help me to share my understanding of the business world in the classroom with my peers. I would be able to present a deeper insight into the business models of Asia. I have demonstrated my leadership potential in leading the Merger Action Team (MAT) to improve and streamline our operations procedures at xx; and leading the xx "remove illiteracy, remove poverty" program to success in making it a nationwide program. I have come to realise that great leaders must be visionaries, catalysts for change, and motivators. A leader must strategically focus, not merely applying the best practices of the past but also innovating the best practices of the future. A leader must motivate teams by creating a common goal to leverage the talents of the individuals in the group. A leader must be an agent for change who is able to overcome resistance. I was a member of a non-governmental organization called "xx". It was instrumental into group's activities, such as its illiteracy removal program called 'remove illiteracy, remove poverty', which was directed towards educating children who live below the poverty line. I organised various street plays 'nautanki' to take our message of the need to educate underprivileged children, to the streets and include as many people as we can in our program to benefit the maximum number of children. Our program was a big success and we could garner support of various other NGO's in various cities of India. Since then, the joint efforts of various NGO's has changed many lives and made the world a better place to live for the poor families. I experienced the extremely rewarding challenge of teaching students in need of assistance. Helping poor children is an indescribable feeling, and the work convinced me how important it is to feel responsible to the society and to the people around us. It takes a great deal of efforts to do something for others, but the satisfaction one gets through making a difference in somebody else's life, and the experience one gains makes it completely worthwhile. I have faced difficult times in my life but I know that getting over them can only make me achieve my aims. I have developed an ability to adapt to any environment, to any changes. During my final year graduation examinations, I was diagnosed with Deep Vein Thrombosis (DVT), a condition in which the vein was blocked by blood clots resulting into the blood not reaching the affected part of the body. The blood clots could reach my brain and incapacitate me. The doctor prescribed medicines and advised me against rigorous exercises. However my determination to life a normal life led me to undertake rigorous physical exercises. The strength in me and the belief in myself helped me tide through the crisis. Though I still have the condition and I need to take required precautions, my strong will keep me to lead a normal life. A sense of humor and flexibility has enabled me to cope with any challenge. It has helped me to cope with stressful working conditions and my flexibility enabled me to work quickly and make decisions in a rapidly changing environment. In the fast paced, challenging classrooms and study groups, laughter can be an excellent tool for diffusing tension and building camaraderie. To my fellows in the classroom, I would bring the real world experience of motivating people, getting motivated and developing understanding of others thoughts. The diverse culture, which I have lived through in different cultures of north India and south India, and in Far East and Middle East countries, gives me the ability to adapt very fast to the changing environment. I would bring in the insight of businesses in Far East and Middle East to the classroom.
