When Dr. Linda Ueltschy, management, goes to Canada this month as a U.S. Fulbright Senior Specialist, she will in a sense be taking BGSU students with her. Ueltschy has prepared interactive teaching modules that will unite classrooms at Bowling Green and the University of Calgary.
A specialist in international business, especially international marketing and marketing to Hispanics in the United States, Ueltschy will teach and conduct research seminars at Calgary’s Haskayne College of Business.
Before she begins her work in Calgary, she will be heading to Montreal to give a presentation at a Royal Bank meeting and speak at a doctoral seminar in international marketing to be held Thursday-Saturday (Sept. 24-26) at Concordia University.
“In preparation for my Fulbright experience, I have developed two teaching cases, one in conjunction with Dr. Irene Herremans of the University of Calgary,” Ueltschy said. “The case on the natural environment and global urbanization deals specifically with Brazil and the relocation of its capital to the rainforest. We will discuss the tensions between the farmers—whose land it is—and international environmental groups.”
Taking part in the discussion, made possible by distance education technology in Olscamp Hall, will be BGSU students in Dr. Man Zhang’s class and students in a Latin American Studies class at Calgary.
The second case relates to sustainable energy. The same interactive procedure will be followed with Dr. Enrique Gomezdelcampo’s senior capstone class in environmental impact at BGSU and a master’s-level class in the Sustainable Energy Program at Calgary taught by Herremans, Ueltschy said.
Ueltschy sees value in “bringing an international experience to students who aren’t able to travel outside the U.S.,” she said. “I have used this interactive technology previously with the University of Santiago, Chile, to allow my BA 390 classes to hear a speaker from that university and then to interact with him and his students via a question-and-answer session.”
According to the Council for International Exchange of Scholars, the Fulbright Specialists Program encourages American academics and professionals to share knowledge with their counterparts in universities abroad. The international academic-exchange program involves “short-term collaborative two- to six-week projects.”
In the area of international marketing, Ueltschy has completed research on customer satisfaction in Canada, Japan and the U.S., as well as studies in Latin America and Europe focusing on the issue of standardization/localization in advertising, specifically in relation to print ads. Her most current research is in the areas of co-branding internationally and the impact on brand equity; the perceived risk of purchasing online; comparing perceptions of consumers from Australia, the United Kingdom, Canada and the U.S.; standardization/localization of international Web sites created by firms, and the insurance industry in China.
She earned a Ph.D. in international business and marketing from Kent State University and an MBA and master’s degree in Spanish from BGSU. She joined the University’s business faculty in 1998.