International Business Strategy Yohan Pinto

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Student Number : 1101832201

Module: MAN 30055 International Business Strategy

Word Count: 378 / 300

Question for Essay Proposal: Research and critically evaluate the role of culture in the strategic internationalisation of a business of your choice.

This essay proposal aims to clearly outline how I plan to research and critically evaluate the role culture plays in the strategic internationalisation of the company Paul Hartmann AG. It is a company based in Germany that engages in the production of medical and healthcare products operating globally through mainly entirely owned subsidiaries located in Germany, across Europe, North America, Africa, Australia and Asia.

Firstly the key terms of culture (Hofstede 1991) and strategic internationalisation will be defined (Lynch, 2009). The essay will consider how successfully Hartmann is able to implement its vision, mission, objectives and strategies globally in relation to culture and ethics of its principle agents in other countries. The role culture and ethics plays in their parent company in Germany will be compared and critically evaluated with cultures of its global subsidiaries. I will determine the compatibility of the cultures with Andrews International's AYM Healthcare (Sri Lanka's principle pharmaceutical agency for Hartmann), Europe and the Middle East. The ideas, values and ethics of Hartmann and managerial practices being shared among its subsidiaries will be evaluated. Additionally the risks and uncertainty of venturing into new cultures in various markets will be viewed to understand the risks and benefits based on examples from Hartmann's history of internationalisation and expansion from 1882 to the present over 130 years. Hartmann's ability to adapt to cultures in subsidiary countries and why certain products perform better in some countries compared to others will be researched. Hartmann's organisational culture will be separated into artefacts, espoused values and basic assumptions to...
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