QUESTION 1

1. You have just executed a VRIO analysis on your company and have determined that the main capability that gives you sustained competitive advantage is your possession of a patent for magnetic whiteboards. You currently operate a domestic focus differentiation strategy that is heavily brand-reliant. You are considering internationalising to country X (which is on a different continent). You have no prior working knowledge of country X, but an executed external analysis on the place shows great promise.

Which of the following is the most tenable idea?

1. Your company engages with country X via the Licensing internationalisation mode.
2. Your company engages with country X via the Brownfield internationalisation mode.
3. Your company engages with country X via the Franchising internationalisation mode.
4. Your company engages with country X via the Greenfield internationalisation mode.

QUESTION 2

1. You are a manager of a micro-brewery based in London, UK. You are currently planning how to manage your international strategy. In a recent management meeting, you have argued that you should aim to distribute your craft ales in other countries by changing the flavour and the packaging of your product to suit local tastes. Other managers, on the other hand, argue that you should sell the same type of craft ales (i.e., the same flavour, packaging etc.) in all the markets you operate in.

Which type of international strategy do you promote?

A) You promote multi-domestic strategy and the other managers promote global strategy.

B) You promote global strategy and the other managers promote multi-domestic strategy.

C) You promote trans-national strategy and the other managers promote global strategy.

D) You all promote global strategy.