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CSS 11: Strategy

Undergraduate or Graduate Capstone Course in Management or Marketing.

Electronic Arts is one of the premiere video game software developers in the world. With the changing video game industry, evolving tastes and preferences, the introduction of next generation platforms and supporting various mobile platforms, Electronics Arts has important decisions to make as it charts its future.

The analysis seeks to fulfil several objectives relevant to management and marketing strategy courses, where analysis of the external environment of a firm is important. Students should be able to do the following: identify the relevant content to include in an industry analysis. Understand the key concepts of strategic analysis and how to apply them. Use the analytical tools of strategy to synthesize information from multiple sources into a comprehensive picture of an industry. Provide an overview of the dynamics and near-term future of this industry. Use industry analysis to explore emerging markets, billing options and where to target company resources.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Talent management.

Management level proposed courses: knowledge management, human resource management, leadership and fundamentals of strategic management.

Legacy and succession issues plague rising economies. Attracting the local talent to stay is becoming increasingly difficult. This is especially the case for the family run businesses and also local government lead industries. Many MNCs have to bring in their own qualified staff making that an added cost and a disincentive to work in Malaysia. Thus, Malaysia has been experiencing a brain drain. The case study explores the generational differences in retaining staff and the challenges of a global demand and war for top talent. This affects emerging economies that are competing to keep their top talent from being lured away by their competitors. Brain drain is occurring in almost all sectors, but the Malaysian accountancy sector is the most affected. In view of this issue, this case addresses the common challenges facing accounting firms which is talent management and succession planning. ABC Ltd, a fictional firm is one of the Big Four accounting firms (four largest international accountancy and professional services firms), chosen as the context. Jeremy Tan is a manager of ABC Ltd

This case is the basis for class discussion and group presentations. Students will be able to understand generational differences, apply strategies to recruit and retain high-potential talent, and develop awareness of issues regarding Generation Y in Asia.

Teaching notes.

Strategy, Emiratisation (national policy); human resources (recruitment, training and development, organizational culture and values) and marketing (branding, communication), tourism (destination image).

Undergraduate and Postgraduate Business and Management.

This case highlights the strategy and initiatives taken by Etihad to attract Emirati employees (local nationals) to join the organization. Etihad Airways is the national airline of the United Arab Emirates (UAE), based in Abu Dhabi, the national capital. Since its inception in 2003, the airline has grown faster than any other in commercial aviation history; it currently flies to more than 60 destinations in Africa, Asia, Australia, Europe, the Middle East and North America. In the UAE, nationals or Emiratis comprise only 20 per cent of the overall population. According to the UAE 2021 Vision, the government's focus is on building the human capabilities on knowledge and innovation for Emiratis. This vision is reinforced in the Abu Dhabi Economic Vision 2030, which aims to boost national participation, encourage women (national women are on average more highly educated than the men) and decrease the education – market demand gap through training.

This case can be used to teach strategy from the point of view of government, human resources and marketing. From the government point of view parallels can be drawn to other nations whose government have focused on policies to create opportunities for and to encourage local employability. An example of a similar programme that was very successful is the “Bumiputra” programme created for indigenous Malaysians in 1971. In the area of human resource strategy, recruitment, training, inculcation of corporate values are some areas that can be reinforced. Form the point of view of marketing; the case can be used to discuss branding from the point of view of people, loyalty building (internal) and communication (internal and external). Destination branding and the role airlines play can also be a discussion point from the strategic point of view with some opportunity for macro-environmental analysis using the PESTLE model.

A teaching note available upon request.