Global Business Strategy

1
Global Business Strategy

• Hwy-Chang Moon
• Professor of International Business Strategy
• The Graduate School of International Studies
• Seoul National University
• cmoon_at_snu.ac.kr
• Office 614 615
• Class
• Tue 230 530 pm
• Office Hours
• Mon, Tue, Thu 125 - 225 pm or by Appointment

2

• Course Objectives
• Globalization is a buzzword, but the meaning is
  not very clear. We need to understand the correct
  meaning of globalization before we pursue a
  global strategy. In todays global economy,
  global strategy is a must. In almost all areas of
  economy and business, the issue is not whether to
  globalize, but how to globalize most effectively.
  This course helps students understand
  globalization and global strategy, and then
  develop skills in implementing successful global
  strategies. Different perspectives of global
  strategies are compared and contrasted. Both
  theories and practices are rigorously discussed
  to develop a correct vision on global strategy.

3

• Course Materials
• Related articles and cases will be assigned.
  Students should read the materials before class,
  so that class meetings can be used for discussion
  rather than for lecture. It is also recommended
  that students regularly read good business and
  economic publications such as WSJ, NYT, BW,
  Economist, and Fortune.
• Grading total 100
• Professional Behavior attitude, attendance,
  participation (20)
• One page summary of readings for each class (20)
  
• Group Project Oral presentation (20)
• Individual Project Written report (20)
• Final Exam (20)

4

• Project
• There are two projects a group presentation and
  an individual written report. Specific
  information about the projects will be given
  later. Students are expected to choose their own
  topics and group members.
• Assignments
• All assignments must be completed in the form of
  either Word or PowerPoint. No hand-written
  material will be accepted. All assignments are
  due at the beginning of class on the due date.
  Any late submission without a valid reason will
  be penalized.
• Attendance
• Students must attend all classes in order to
  receive full attendance credit and will lose
  points for absences regardless of the reasons.
  Students who miss more than two classes will not
  receive a grade. Latecomers and those chatting
  with other people distract the class and may be
  penalized.

5

• Class Schedule
• Part 1 The Need for a New Paradigm
• Class 1 (Sept 5) Introduction
• Strategy from a Global Perspective
• Competitiveness of Product, Firm, Industry,
  Nation...
• Class 2 (Sept 12) Generic Strategy
• Porter 1980 1985, Competitive Strategy
• Porter 1999, Philanthropys New Agenda Creating
  Value
• Retrospective 2002, RetrospectiveAn Interview
  with Michael Porter
• Film Michael Porter on Competitive Strategy
• Form Four Groups
• Class 3 (Sept 19) Different Views Group 1
• Ohmae 1988, Getting Back to Strategy
• Moon 1993, The Dynamics of Porters Three
  Generics
• Porter 2001, Strategy and the Internet
• Class 4 (Sep 26) New Models Group 2
• Porter 1996, What Is Strategy?
• Kim and Mauborgne 2005, Blue Ocean Strategy From
  Theory to Practice
• Moon and Hur, Working Paper, From 3 to 8 Generic
  Strategies

6

• Part 2 Global Strategy Formulation
• Class 6 (Oct 10) New Business Models Group 3
• Liker and Morgan 2006, The Toyota Way in
  Services The Case of Lean Product
• Mehri 2006, The Darker Side of Lean
• Womack and Jones 2005, Lean Consumption
• Class7 (Oct 17) Project Guidelines
• Manuscript Presentation Guidelines
• Topics
• Class 8 (Oct 24) Global Strategy Models Group
  4
• Porter 1986, Competition in Global Industries
• Ohmae 1989, The Global Logic of Strategic
  Alliance
• A.T.Kearney 2005, Measuring Globalization
• Class 9 (Oct 31) Different Views Group 1
• Hamel and Prahalad 1985, Do You Really Have a
  Global Strategy?
• Prahalad and Ramaswamy 2000, Co-opting Customer
  Competence
• Hambrick and Fredrickson, 2005, Are You Sure You
  Have a Strategy?
• Class 10 (Nov 7) Integrating Different Views
  Group 2
• Ghoshal 1987, Global Strategy An Organizing
  Framework

7

• Part 3 Global Strategy Implementation
• Class 11 (Nov 14) Debate over Standardization
  Group 3
• Levitt 1983, The Globalization of Markets
• Douglas and Wind 1987, The Myth of Globalization
• Business 2.0 Magazine, 2006, Cyworld Attacks
  (July 27)
• Class 12 (Nov 21) Toward an Integration Group
  4
• Yip 1989, Global Strategy ... In a World of
  Nation?
• Bartlett and Ghoshal 1989, The Transnational
  Solution (Ch 2)
• Kedia and Mukherji 2000, Global Managers
• Class 13 (Nov 28) Group Project
• Project Presentations
• Critical Comments and Discussions
• Class 14 (Dec 5) Dynamic Perspectives
• Varadarajan et al 1992, Controlling the
  Uncontrollable
• Schuh 2000, Global Standardization as a Success
  Formula ...
• Moon 2005, The New Organization of Global Firms
  from Transnational Solutions to Dynamic
  Globalization
• Class 15 (Dec 12)
• Final Exam (Closed book/note)
• Individual Written Report Due

8
Class numberYour nameArticle author name

• Summary of the article(s)
• Uniqueness
• Main points
• Evaluation/Opinion
• Pros and Cons
• Possible extension