Courses / Module

OVERVIEW
This module provides students with an introduction to the multiple influences that determine how a new business (either new firm or new product to market) might develop and grow internationally.
The influences are considered in three categories: Industry/Market, Political/Social, Intellectual Property Rights.
Industry/Market
• Competitive analysis (Forces of competition [Porter]; Strategic Group Analysis; Profit Pools [Bain]; Competitive Position Mapping [D’Aveni]); Strategy Canvas [Blue Ocean].
• Dynamic capabilities; Absorptive capacity
• R&D intensity; Technology trends and trajectories
• Product Costing

Political/Social
• Labour Laws
• Regional cost competitiveness
• Taxes & Tariffs; Free trade areas
• PESTEL analysis
• Government incentives, grants and other supports

Intellectual Property Rights
• Patents; Trademarks; Copyright; Registered Designs
• Standards; CE mark
• Managing Intellectual Property; Design practice


LEARNING OUTCOMES
After completing this module, a student will be able to:
• Compare and contrast the macro-competitiveness of various regions for doing business
• Evaluate an industry’s internal competitive structure and intensity, and assess the relative strengths of various competitive influences
• Manage business activities and projects so as to maximise the utility gained from its intellectual property.
• Calculate the cost-to-market of various product types