Module Seven: Competitive Advantage via Strategic Intent - Academia Essay Writers

Module Seven: Competitive Advantage via Strategic Intent

Learning Objectives

  • Describe the different organizational structures that companies can adopt and they grow and expand globally
  • Explain how an international division structure works and what factors contribute to the establishment of an international division

Reading and Resources

Textbook: Global Marketing, Chapters 16 and 17.

Video: Corporate Social Responsibility – Making Progress
This video describes how McDonald’s tries to be responsible.

Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video 5 minutes and 11 seconds in length.

Website: Corporate Social Responsibility Newswire
Explore this website about corporate social responsibility.

Module Overview

The essence of marketing strategy is successfully relating the strengths of an organization to its environment. As the horizons of marketers have expanded from domestic to regional and global, so too have the horizons of competitors. The reality in almost every industry today—including home furnishings—is global competition. This fact of life puts an organization under increasing pressure to master techniques for conducting industry analysis and competitor analysis, and understanding competitive advantage at both the industry and national levels. These topics are covered in detail in this module. Also, this module focuses on the integration of each element of the marketing mix into a total plan that addresses opportunities and threats in the global marketing environment.

Unilever, the global food and consumer packaged goods powerhouse, markets a brand portfolio that includes such well-known names as Axe, Ben & Jerry’s, Dove, Hellmann’s, and Lipton. The company has approximately 200,000 employees and annual sales of $57 billion; Unilever can trace its roots, in part, to the northern English town of Port Sunlight on the River Mersey. Before retiring, Unilever Group Chief Executive Patrick Cescau wanted to reconnect the company with its heritage of sustainability and concern for the environment (see Exhibit 17-1). These and other values reflect Unilever’s philosophy of “doing well by doing good.” Cescau’s vision of “doing well by doing good” manifested itself in other ways, too. For example, he guided the company’s detergent business toward using fewer chemicals and less water, plastic, and packaging. Business leaders today must be capable of articulating a coherent global vision and strategy that integrates global efficiency, local responsiveness, and leverage. The leader is the architect of an organization design that is appropriate for the company’s strategy. The leader must ensure that the organization takes a proactive approach to corporate social responsibility.


D’Aveni, Richard. Hypercompetition: Managing the Dynamics of Strategic Maneuvering. New York: Free Press, 1994.

Going Global: Succeeding in World Markets. Boston: Harvard Business School Press, 1991.

Calculate the price of your order

550 words
We'll send you the first draft for approval by September 11, 2018 at 10:52 AM
Total price:
The price is based on these factors:
Academic level
Number of pages
Basic features
  • Free title page and bibliography
  • Unlimited revisions
  • Plagiarism-free guarantee
  • Money-back guarantee
  • 24/7 support
On-demand options
  • Writer’s samples
  • Part-by-part delivery
  • Overnight delivery
  • Copies of used sources
  • Expert Proofreading
Paper format
  • 275 words per page
  • 12 pt Arial/Times New Roman
  • Double line spacing
  • Any citation style (APA, MLA, Chicago/Turabian, Harvard)

Our guarantees

Delivering a high-quality product at a reasonable price is not enough anymore.
That’s why we have developed 5 beneficial guarantees that will make your experience with our service enjoyable, easy, and safe.

Money-back guarantee

You have to be 100% sure of the quality of your product to give a money-back guarantee. This describes us perfectly. Make sure that this guarantee is totally transparent.

Read more

Zero-plagiarism guarantee

Each paper is composed from scratch, according to your instructions. It is then checked by our plagiarism-detection software. There is no gap where plagiarism could squeeze in.

Read more

Free-revision policy

Thanks to our free revisions, there is no way for you to be unsatisfied. We will work on your paper until you are completely happy with the result.

Read more

Privacy policy

Your email is safe, as we store it according to international data protection rules. Your bank details are secure, as we use only reliable payment systems.

Read more

Fair-cooperation guarantee

By sending us your money, you buy the service we provide. Check out our terms and conditions if you prefer business talks to be laid out in official language.

Read more
error: Content is protected !!