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The Global Business Environment

Meeting the Challenges, third edition

by Janet Morrison

Additional case studies

The following case studies, originally published in the second edition of this book, continue to provide insight into the key issues in international business. They also contain helpful background information on many diverse topics. As an aid in using these case studies, indications of the subject areas and relevant chapters of the current edition are provided.

Disney Corporation: it all started with a mouse
This case study focuses on corporate governance. It will be of value in conjunction with Chapter 1 and Chapter 12.
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.
IKEA branches out in Russia
As a Bric country, Russia is a growing market for many companies. This case study can be read in conjunction with Chapter 2, on globalization. It is also relevant to Chapter 6, which discusses changing societies.
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).
FDI bonanza in China
This case study provides background on China’s economic development through export-oriented FDI. It is relevant to Chapters 1, 2, 3 and 4.
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.
The ups and downs of manufacturing in Wales.
This case study concerns the precariousness of manufacturing employment and innovation in Wales. It is relevant to Chapter 2, on globalization, Chapter 3, on national economies, and Chapter 3, on international trade.
Is Germany back on track for economic growth?
This case study focuses on the German economy, and is relevant to Chapter 3.
Formula for FDI success in the Czech Republic
FDI has been a key to economic growth in the post-communist countries of Central and Eastern Europe. This case study on the Czech Republic is relevant to Chapters 2, 3, 4 and 7.
Sweden says ‘no’ to the euro
This case study concerns EU issues. It is relevant to Chapter 3, on national economies, where European integration is also discussed.
National champions in France
This case study is on the role of the state in the French economy. This issue is one of the critical themes of this book. The case study is relevant to Chapters 3 and 4.
The impact of oil in world trade
Oil remains crucial in world trade, and this case study provides discussion of major issues which continue to be relevant. It relates to Chapter 4 and also Chapter 11 (on ecology).
Two cheers for Australia’s wine exporters
This case study on the wine industry and exporting relates to Chapter 4.
Trade war averted over steel tariffs
Steel is a crucial element for emerging economies, which are investing heavily in manufacturing industries. It is relevant to Chapter 4. The issues are discussed in the opening case study of Chapter 4, on BHP Billiton.
Brazil’s trading relations: Signalling shifts in global trade
Brazil has grown more influential in global trade since this case study first appeared. It relates to Chapter 4. There is a case study on Brazil in Chapter 11.
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.
Image change at McDonalds
This case study provides background on changing strategy at McDonalds. It is relevant to Chapters 6 (on culture) and Chapter 5. Note that McDonalds is featured in the closing case study of Chapter 6.
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.
Islam under strain in Saudi Arabia
This case study highlights issues which continue to be important. It is relevant to Chapter 6, where there is a case study on Arab countries in general.
New era of the flexible friend in Asia
As Asian consumer societies continue to grow, this case study provides background on the pitfalls of rapid expansion of consumer credit. It is relevant to Chapters 6, and also Chapter 9 (on finance) and Chapter 12 (on ethics and CSR).
The growing power of the older consumer
As societies age, the impact of older consumers becomes more important. This case study is relevant to Chapter 6, and also Chapter 3.
Testing times for democracy in Nigeria
This case study is on political developments in Nigeria, and also CSR. It relates mainly to Chapter 7 (on the political environment), but also Chapter 12 (on ethics and CSR).
Challenging times for Spain’s politicians
Challenges have mounted for Spain, and this case study provides background on current issues. It relates to Chapter 7. The issues of globalization also relate to Chapter 2.
The voices of Indian democracy
Although India has experienced rapid economic growth, the country remains turbulent politically, and presents challenges for foreign investors. This case study relates mainly to Chapter 7, but also to Chapters 2 and 6.
Fiat: Italian champion struggles to compete globally
This extended case study provides background analysis of Fiat and the Italian political environment. It is relevant to Chapter 7.
Costa Rican democracy reaps FDI rewards
This case study focuses on the political environment in Costa Rica, especially in relation to foreign investors. It relates to Chapter 7 and is also relevant to Chapter 2 and Chapter 12.
Legal reforms win business in Turkey
Since this case study first appeared, Turkey has experienced economic growth and surging FDI. This case study is most relevant to Chapter 8 (the legal environment), but also Chapters 6 and 7.
Legal battle between Tesco and Levi Strauss
This case study highlights the obstacles faced by brand owners in attempting to prevent their products being sold in cheaper retail outlets such as supermarkets. It is relevant to Chapter 8.
Asbestos liability goes global
Legal claims across national borders are the subject of this case study, highlighting an issue that continues to be important in international business. It relates to Chapter 8, and also Chapter 12.
Firestone recalls 6.5 million tyres
This case study concerns product liability and negligence in mass manufacturing. It is relevant to Chapter 8.
Microsoft takes on the antitrust authorities
Legal issues of possible abuse of a dominant market position continue to affect Microsoft, and also Google. This case study is relevant to Chapter 8, on the legal environment, which has a section on competition law.
Feeling lucky with Google
This case study can be read in conjunction with the discussion of Google and the internet in the book, notably the case study on the internet in Chapter 8.
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.
Argentina tests international financial institutions
Argentina’s debt woes are highlighted in this case study, which is relevant to issues of sovereign debt in general. It relates to Chapter 9.
The lessons of financial crisis in Indonesia
The Asian financial crisis still provides lessons for institutions such as the IMF in dealing with financial crisis. This case study relates to Chapter 9.
Vodafone’s takeover of Mannesmann: A turning point in European takeovers?
Law and policy for regulating takeovers and mergers continue to be key issues for international business. A related discussion can be found in the case study on Volkswagen (closing case study of Chapter 4). The Vodafone case study relates mainly to Chapter 9.
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.
GlaxoSmithKline: What the world expects from a big pharmaceutical company
In this extended case study, a number of pertinent issues are discussed. They include R&D, takeovers, corporate governance and CSR. They relate to Chapters 1, 2, 5, 9, 10 and 12. There is a case study on the pharmaceutical industry in Chapter 10.
GE seeks growth in a globalized environment
The benefits and drawbacks of the large conglomerate are highlighted in this extended case study. It relates to Chapters 2, 5, 9 and 10. Discussion of GE can be found on pp 173-4.
Food for thought in the debate on genetically modified organisms
This topic is relevant to Chapters 10 and 11.
Global water resources become precarious
The issue of water scarcity has remained important. This issue is discussed in Chapter 11 (ecology).
Ecover cleans up with green consumers
This is an example of a company which focuses on green products. It is relevant to Chapter 11.
The worldwide garment industry: winners and losers
This industry is critical in many developing countries, where the issues highlighted continue to cause concern. It relates to Chapters 4 and 12.
Vibrant coffee culture contrasts with woes for producers
This case study highlights the difficulties of producers in relation to the global companies which dominate the industry. It relates to Chapter 12.