SMM647 Global Leadership

Answer ANY TWO out of FOUR questions

All questions carry equal marks

Question 1

a) While drawing upon examples from the accompanying case study, discuss the reasons why firms pursued global markets? (25 marks)

b) While drawing upon the case study and course material, what are the potential pitfalls of pursuing growth beyond home market? How can managers avoid the challenges associated with going global and select the right target markets for their firm’s global expansion? (25 marks)

Question 2

a) Discuss the key features of emerging markets and the fundamental challenges firms like Uber face when pursuing growth through entering emerging countries. Draw upon case examples discussed in the class or from elsewhere (25 marks)

b) While drawing upon the case of Uber or examples from the case of Metro discussed in the class, discuss the potential choices available to managers when preparing their response to the challenges they encounter in emerging markets? (25 marks)

Question 3

a) While drawing upon the case studies discussed in class and the case of Uber, discuss the key elements which help firms develop a purpose driven organisational culture? (25 marks)

b) Discuss the strengths and weaknesses of strong organisation cultures and how they can impact firm performance? (25 marks)

Question 4 While drawing upon the case of Uber and examples from cases discussed in class discuss why executives need to pay attention to the concept of primary customer? What are the different steps involved in becoming a customer-centric organization? (50 marks)