Apply theory relating to strategy in the context of international organisations.

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Unit Title: International Business Theory and Strategy


Unit Code:



Core: International Business

Level: 6

Assignment Title: Analysis of an MNEs internationalisation Strategy

Unit Leader:

Contact Details:

Submission Date: See date on Moodle

Feedback Return Date:  See Date on Moodle

Submission Instructions:

Feedback Return Information: feedback will be available online via moodle

Assignment Task

 Conduct an analysis of the internationalisation strategy of a chosen multinational enterprise (MNE) based on Dunning’s eclectic framework.

Unit Learning Outcomes Assessed.

  1. Apply theory relating to strategy in the context of international organisations.
  2. Critically evaluate theories relating to strategy, and recognise and assess their role in contemporary international business practice.

Assignment Details and Instructions.

Report: Assessment 1


You are required to conduct an analysis of the most recent internationalisation strategy of a Multinational enterprise (MNE) into a host market of your choice based on Dunning’s eclectic framework from the list provided below.

It is important that you relate relevant theoretical frameworks associated with each strand of Dunning’s framework to the empirical information (data) you have gathered in order to analyse, and not merely describe the international strategy of your chosen MNE. You should consider the ethical dimensions of the MNE’s international strategy in relation to the chosen host market and make any recommendations for changes that you consider to be appropriate.

This analytical report should be maximum 3,000 words in length (executive summary, appendices, and reference list are excluded), should demonstrate your ability to identify and employ relevant academic concepts, theories and models, and should be fully referenced using the Harvard referencing system.

In the event of a late submission, university regulations will apply.

List of MNEs:







Marks and Spencer

Anheuser-Busch InBev (AB InBev)



Astra Zeneca

Tata Group



Early Career/ World Class Professional Skills (PLOs) being assessed or developed/assessed.

  1. PLO 1 - Our graduates will apply critical thinking to practical and theoretical problems
  2. PLO 3 - Our graduates will demonstrate ethical and sustainable awareness
  3. PLO 5 - Our graduates will develop subject specific knowledge and skills in their programme discipline



Course CORE Text Book:

•          Verbeke, A. (2013). International Business Strategy (2nd edition), Cambridge University, Press, NY. 

  • Peng, M. (2014). Global Strategic Management (3rd edition), CENGAGE Learning.
  • Johnson, G., Whittington, R., Scholes, K., Angwin, D., Regner, P. (2017). Exploring strategy: text and cases. London: Pearson Education/Prentice Hall.

Recommended Reading:

  • Dunning, J., and Lundan, S. (2008), Multinational enterprises and the global economy (2nd ed.), Cheltenham: Edward Edgar Publishing Ltd.
  • Peng. M., Meyer, K. (2011), International Business, Cengage Learning EMEA
  • Forsgren, M. (2008), Theories of the Multinational Firm: A Multidimensional Creature in the Global Economy, Northampton: Edward Elgar.
  • Rugman, A.M. (2008), The Oxford Handbook of International Business, (2nd eds.) New York: Oxford University Press.

Sources of Relevant Data

World Trade Organisation (WTO)

International Monetary Fund (IMF)

World Bank

Organisation for Economic Cooperation and Development (OECD)

United Nation Conference on Trade and Development (UNCTAD)

Sources for Theoretical Framework/Analysis

The Unit handbook/Moodle area provides essential and further readings based on the resources identified below for each lecture/topic.

Academic Journals (Journal of International Business Studies, International Business Review, Journal of World Business, Long Range Planning, Strategic Management Journal etc.)

Reports from reputable research, policy and financial organisations (e.g., European Commission, OECD, WTO, NESTA, national government agencies, IMF, World Investment Report)

Commercial Research Organisations and Databases (Datamonitor, FAME, Osiris, MINTEL, PASSPORT)

Periodical Magazines (reputable) (e.g., The Economist, Businessweek, New Statesman, Spectator)

Newspapers (reputable) (e.g., Financial Times, Guardian, Observer, Times)

Trade Press (for information on specific sectors) (for example, Campaign [advertising], Design Week [product design], The Marketer [marketing])


Marking Criteria *

Executive Summary (not more than 250-300 words, this does not count towards the word count)

A brief summary of the report and key findings

Introduction ( about 300 words)

Include brief relevant background of the MNE and  how  your report is structured

Data Analysis, Interpretation and Discussion (about 2300 words)

Analyses and interpreting of the relevant data evidence and commentary on MNE and the host market.  Here provide a critical evidence-based discussion of your findings with respect to relate to (or are informed by) the theory and literature. 

Recommendation  and ethical considerations (about 400 words)

Evaluate approaches and positions, or suggest alternatives and options with respect to ethical policy, strategy and/or management relevant to the host market.

Price: £129

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