Global Business Strategy (p)

1. Global Business Strategy (p) Hwy-Chang Moon Professor of International Business & Strategy Graduate School of International Studies Seoul National University cmoon@snu.ac.kr Office: 614 & 615 Class Tue 9:00 am – noon Office Hours Monday & Tuesday 1:25 - 2:25 pm or by appointment Assistants Euijae Kim (euijaek@gmail.com) Isabelle Lee (inizzy@gmail.com)

2. Course Objectives In today’s global economy, global strategy is a necessity rather than a choice. In almost all areas of economics and business, the question is not whether to globalize or not but rather how to globalize most effectively. However, the precise definition of globalization is unclear to many people and the term itself has become a buzzword. Therefore, we need to understand the correct meaning of globalization before we pursue a global strategy. This course helps students understand globalization and global strategy, and cultivate skills necessary for implementing successful global strategies. Different perspectives on global strategies are compared and contrasted. Furthermore, both theories and practices are rigorously discussed to develop the correct perspective 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 may not receive a grade. Latecomers and those chatting with other people distract the class and may be penalized.

5. Class Schedule • Class 1: (Sept 1) Introduction • Strategy from a Global Perspective • Competitiveness of Product, Firm, Industry, Nation.. • Class 2: (Sept 8) The Basics of Strategy • Porter 1980 & 1985: Competitive Strategy [Film: Michael Porter on Competitive Strategy] [Five groups will be formed] • Class 3: (Sept 15) Different Views of Strategy [Group 1] • Nonaka 2007, The Knowledge-Creating Company • Prahalad and Ramaswamy 2000, Co-opting Customer Competence • Hambrick and Fredrickson, 2005, Are You Sure You Have a Strategy? • Class 4: (Sept 22) Application[Group 2] • Porter 2001, Strategy and the Internet • Porter 1999, Philanthropy’s New Agenda: Creating Value • Porter and Kramer 2006, Strategy and Society • Class 5: (Sep 29) Extension of Generic Strategy [Group 3] • Porter 1996, What Is Strategy? • Porter 2006, Knowledge at Wharton: Michael Porter Asks and Answers • Retrospective 2002, Retrospective…An Interview with Michael Porter

6. Class 6: (Oct 6) New Models for Strategy [Group 4] • Moon 1993, The Dynamics of Porter’s Three Generics… • Moon, Hur and Helm 2008 (Working Paper), From 3 to 8 Generic Strategies • Kim and Mauborgne 2005, Blue Ocean Strategy: From Theory to Practice • Class 7: (Oct 13) Project Guidelines • Manuscript & Presentation Guidelines • Topics • Class 8: (Oct 20) Measuring and Forecasting [Group 5] • Kaplan and Norton 2007, Using the Balanced Scorecard… • A.T.Kearney 2007, Measuring Globalization • Saffo 2007, Six Rules for Effective Forecasting • Class 9: (Oct 27) Global Perspectives on Strategy [Group 1] • Hamel and Prahalad 1985, Do You Really Have a Global Strategy? • Ohmae 1989, The Global Logic of Strategic Alliance • Ghoshal 1987, Global Strategy: An Organizing Framework • Group Project: Due One-Page Executive Summary • Class 10: (Nov 3) Developing and Extending Analytical Models[Group 2] • Porter 1986, Competition in Global Industries • Moon 1994, A Revised Framework of Global Strategy • Moon and Kim 2008, A New Framework for Global Expansion: A Dynamic Diversification-Coordination (DDC) Model

7. Class 11: (Nov 10) Debate over Standardization [Group 3] • Levitt 1983, The Globalization of Markets • Douglas and Wind 1987, The Myth of Globalization • Ghemawat 2007, Why the World Isn’t Flat • Class 12: (Nov 17) 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 24) Group Project • Project Presentations • Critical Comments and Discussions • Class 14: (Dec 1) Dynamic Perspectives of Globalization [Group 5] • 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 8) • Final Exam (Closed book/note) • Due Individual Written Report (both hard copy and soft file via e-mail)

8. Class numberYour nameArticle author & title • Summary of the article(s) • Uniqueness • Main points • Evaluation (the last one paragraph) • Any constructive opinion • Possible extension