Applying Theory in Real-World Contexts: IBGA Students Visit VEA Group Factory

On 18 November 2025, students from the Master¡¯s program in International Business and Global Affairs (IBGA) at XJTLU¡¯s School of Humanities and Social Sciences took part in an exclusive visit to the VEA Group factory in Suzhou. Organized in collaboration with the China-Italy Chamber of Commerce (CICC), the visit offered students a first-hand look at international manufacturing practices, global market strategies, and the rapidly evolving coffee-machine industry.

The event featured a factory tour, specialized lectures, and interactive discussions designed to bridge academic learning with real-world business experience.

The visit began with the VEA Group factory tour & coffee machine exhibition, where students observed each stage of the manufacturing process¡ªfrom component assembly to the completion of professional-grade coffee machines. They toured various production lines and learned about the technologies driving innovation in coffee-machine design and manufacturing.

VEA Group, a global leader with a century-long legacy in professional coffee-machine production, operates its Suzhou unit as both a manufacturing hub and an international trading base. The Suzhou facility exports to more than 15 countries and integrates Italian design with European quality standards.

During the welcome session, Dr. Francesco Macheda and Dr. Esol Cho from the Department of International Studies shared the educational aims of connecting students with practice-oriented learning experiences, through the opportunities such as visits to leading international companies. Their remarks were followed by Andrea Pietrobon, General Manager of VEA Group and Lorenzo Bali, Board Director of the CICC, who warmly welcomed the IBGA students.

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This visit was arranged as part of fieldwork for one of IBGA¡¯s core modules, INS411: International Management and Global Institutions, delivered by Prof. Roberto Don¨¤, Professor of Practice in Management at the International Business School Suzhou (IBSS).

A special highlight of the visit was a lecture by Prof. Don¨¤ titled ¡°David in a World of Goliaths: How Small Firms Compete Globally.¡± He explained that while the global economy is dominated by large multinational giants, smaller global enterprises such as VEA Group continue to thrive by leveraging rapid adaptation, entrepreneurial decision-making, and niche specialization.

This was followed by a company introduction by Mr. Pietrobon, who offered an overview of VEA Group¡¯s operations, product philosophy, and market positioning. Students gained insights into the company¡¯s operational processes, its approach to customer relationships, and its strategies for entering and competing in international markets.

After the presentations, students engaged directly with industry experts, raising questions about VEA Group¡¯s competitive strengths in the Chinese coffee-machine market, the role of the Suzhou branch in the broader Asian market, and how the company adapts its products and strategies to the preferences of Chinese consumers. This open exchange deepened their understanding of real-world business operations and sector-specific challenges.

The company visit is part of IBGA¡¯s ongoing commitment to integrate classroom learning with practical, real-world applications. Through workshops, company visits, and practitioner talks, the IBGA program aims to equip students with the analytical skills and industry insights needed to succeed in today¡¯s global business environment.

Contributed by Department of International Studies