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AIESEC: the Experience Pakistan challenge

Saima Husain (Institute of Business Administration, Karachi, Pakistan)
S.A. Nadir Hashmi (Tetley Clover (Pvt) Ltd, Karachi, Pakistan)

Publication date: 19 February 2014


Subject area


Study level/applicability

The case can be used in final year undergraduate and graduate level marketing courses in Services Marketing, Marketing Management and Brand Management.

Case overview

Meg Lyons, the Vice President of AIESEC Pakistan's Talent Management and Local Committee Development, has relaunched the Experience Pakistan – a brand designed to develop a positive identity for Pakistan in the AIESEC world in order to have positive growth in the absolute exchange numbers for AIESEC Pakistan. AIESEC's philosophy is to nurture youth and develop them as leaders; all leadership positions in AIESEC are therefore held by individuals for only a year. This being the biggest and an unavoidable problem, Meg has to come up with a way of further developing and strengthening the Experience Pakistan brand.

Expected learning outcomes

The case requires the students to suggest a viable action plan for positioning Experience Pakistan and devising the implementation strategy.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.



The authors would like to extend their thanks to AIESEC Pakistan for their munificent support in helping with this case study. An honourable mention needs to go out in particular to: Emad Nadim, Fatima Zehra, Fauzia Zafar, Hajar Anbar, Hasan Sheikh, Jeremy Higgs, Katerina Khaletskaya, Kurt Archer, Lisa Markula, Meg Lyons, Nida Rasheed, Tomas Klesken and Tori Anderson. All gratitude and thanks for helping us understand Experience Pakistan, its history, impact and vision, and facilitating with the progress of the case. Last and most, a special thanks to Affan Javed, for helping initiate the project and consistently keeping tabs on the case progress while supporting with a motley of morale and material.


Husain, S. and Nadir Hashmi, S.A. (2014), "AIESEC: the Experience Pakistan challenge", , Vol. 4 No. 1.



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Copyright © 2014, Emerald Group Publishing Limited

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