Essay Critically assess the internal and external marketing factors of Born Global Companies
Select a born global company that have achieved a reasonable internationalisation
Critically assess the internal and external marketing factors/elements of the chosen company that have helped its rapid internationalisation
Critically discuss the unique marketing capabilities/strategies that lead to early internationalisation of your chosen company
Some Elements to Consider….
This may include but not limit to:
Your chosen company’s unique marketing resource/advantage in the international marketplace.
Your chosen company’s marketing strategy.
Your chosen company’s marketing activities (e.g. elements of marketing mix, brand image, customer relationship, etc.)
Your chosen company’s competitiveness.
Others ??
Research
Academic books and journals
Popular literature – e.g. magazine, newspapers, etc.
Company reports
Websites
Company communications – e.g. PR
Reports from research agencies
specialised press and so on
Structure and Content
Introduction
Introduce your topic
Indicate scope of your essay
Provide an outline of structure of your essay
Headings/sections/subsections
Content
Definitions;
Elements;
……..;
….
Conclusion
Structure
Decide yourself
Presentation
Essay length is up to 3000 words
Impersonal …avoid the use of ‘I’, ‘we’, ‘you’
no jargon or slang
Think about what you are writing
Citations and references
Times New Roman, 12 pitch font
No covers or folders or binders to be used
Assessment Criteria
Search and review of academic and practitioner reference sources
Structure and presentation to include English grammar and spelling
Analysis and discussion of sources accessed
Quality of arguments and critical discussion
Ability to integrate theory and practice
Use and citation of reference sources
Questions?
Good Luck
