The Global Business Environment

Meeting the Challenges, third edition

by Janet Morrison

Chapter 5 resources

Student materials

Learning objectives:

  1. To appreciate the ways in which corporate strategy is formulated and implemented in the international context
  2. To assess internationalization strategies of MNEs from a variety of national environments
  3. To identify organizational structures through which MNEs achieve their aims
  4. To critically assess corporate strategic objectives in terms of the changing global environment, including opportunities and risks

Additional case studies:

Ryanair and the revolution in low-cost travel
This case study focuses on an industry which continues to be in the limelight. It is relevant to the issues discussed in a number of chapters, including Chapters 1, 5, 8 and 11.

A bright future for Coca-Cola?
This extended case study concerns the company’s strategy and organization. It also raises ethical issues. It is relevant to Chapters 1, 2, 5 and 12.

Changing global demand for mobile phones
This remains an important global industry. It is relevant to the closing case study in chapter 2 (on Nokia), and the opening case in Chapter 5 (on fake phones).

Call centre jobs migrate to India
As a Bric country, India has seen strong economic growth, due in large part to its IT and computing sectors. This case study is relevant to Chapters 1, 2, 3 and 5.

Nike becomes a fan of football
This case study is about internationalization. It can be read in conjunction with Chapter 2 and Chapter 5.

Has restructuring paid off at Procter & Gamble?
This case study focuses on organizational structures and managing change, which are discussed in Chapter 5. This case study is also relevant to the discussion of corporate culture in Chapter 6. Note that there is a Meet the CEO feature on the current CEO of P&G on p. 130 in Chapter 4.

Honda and the US motorcycle market
A good example of emergent strategy, this case study will be of value in conjunction with Chapter 5, on strategy.

Finding the right strategy for setting up shop in Japan
A number of different retailers are discussed in this case study, highlighting the obstacles to expansion in Japan. This is relevant to Chapter 5, and also Chapters 2 and 3. Note that Walmart is featured in the closing case study of Chapter 12.

Winning over Hispanic consumers in the US
This topic has become more important as the numbers of Hispanic residents of the US have grown. It is relevant to Chapter 6. Note that there is a case study on Mexico in Chapter 5.

New start for South Korea’s Daewoo
This case study concerns the acquisition of a majority stake in Daewoo by General Motors of the US. It is relevant mainly to Chapter 9, but also Chapters 2, 3 and 5.

Sony aims to keep a step ahead
This case study focuses on innovation and the competitive environment. It relates to Chapter 10. There is a case study on Sony in Chapter 5.