The Erasmus Consultancy Project (ECP) is a project of STAR, the study association of the Rotterdam School of Management (RSM), Erasmus University Rotterdam (EUR). ECP is the largest non-profit student research project in the Netherlands. It is a consultancy project in which tailor-made research is offered to Dutch companies that have an interest in expanding their business to an emerging country. Every year, the ECP project is carried out by 25 carefully selected students of the Rotterdam School of Management (RSM) Erasmus University. Each year, two professors guide the project to uphold the (academic) quality of the project. In previous years, ECP has completed projects in countries such as China, Mexico, India, the Republic of Korea, Vietnam, Brazil and Thailand. This 32nd Erasmus Consul