Session 4: Case study analysis - The Global Branding of Stella Artois
(Case 3-2 in BB, 6th ed)
Dr Lim Ngat-Chin, Eunice Room ELG02 (Block E - new wing) Lim.Ngatchin@nottingham.edu.my Tues 0930-1130; Thurs 1330-1530; Fri 0900-1100 or appointment by email
Case study analysis - The Global Branding of Stella Artois (Case 3-2 in BB, 6th ed)
Work in 4-5 persons per group.
Discuss answers for the 5 questions.
Populate your answers in the flipchart provided.
Present your answers to the class in Session 4 (6 Mar 2012). All members can present or select a Group Representative to present
your discussion ...view middle of the document...
Which international strategy (global, international, multinational and
transnational) was adopted for Stella Artois?
5. Based on the strategy adopted, what was Interbrew's strategic orientation and configuration of assets and capabilities?
Discussion in Session 4 - Readings 3.2 and 3.3
Demonstrate multiple ways for MNEs to build competitive advantage
The constant in a dynamic competitive environment is the need for the MNE to build, layer by layer, its capabilities
Reading 3.2: What were the strategies undertaken by domestic players to protect their market niche?
Reading 3.3: What were the firms' strategic objectives and sources of competitive advantage
(means) considered when deciding on the regional strategies?
Discussion in Session 4 - Journal readings
Carrillo (2004): What were GM and Delphi's strategic objectives? Which sources of competitive advantage (means) were most important to them?
Hamel and Prahalad (1985): What were the Japanese firms strategies to capture market share?
Why did RCA and Philip could not protect their domestic niche?
Hout, Porter and Rudden (1982): Which strategies (global, international, multinational and transnational) were adopted by
the case study companies?
Based on the strategies adopted, how did these firms configure their assets and
capabilities? What were their strategic orientations?