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02-06-2023 Critically apply ONE of the core IB theories introduced in Week Three of the module to a comparative analysis of CMR Surgical’s prospects for internationalisation into TWO countries* of your choice.
MOD003497 M anaging International Business
Managing International Business
Assessed Learning Outcomes
(1) Knowledge and understanding of the key issues in international business activity in the context of contemporary globalisation
(2) Capacity to evaluate and select an appropriate national marketplace in terms of political, economic, cultural, ethical and legal frameworks
(3) Knowledge and understanding of multinational enterprises’ responses to external influences and possible modes of entry into new markets
(4) Capacity to critically assess the activities of a given multinational enterprise in terms of its business interests
Please refer to the deadline on the VLE
WRITING YOUR ASSIGNMENT:
This assignment must be completed individually.
You must use the Harvard referencing system.
Your work must indicate the number of words you have used. Written assignments must not exceed the specified maximum number of words. When a written assignment is marked, the excessive use of words beyond the word limit is reflected in the academic judgement of the piece of work which results in a lower mark being awarded for the piece of work (regulation 6.74).
Assignment submissions are to be made anonymously. Do not write your name anywhere on your work.
Write your student ID number at the top of every page.
Where the assignment comprises more than one task, all tasks must be submitted in a single document.
You must number all pages.
SUBMITTING YOUR ASSIGNMENT:
In order to achieve full marks, you must submit your work before the deadline. Work that is submitted late – if your work is submitted on the same day as the deadline by midnight, your mark will receive a 10% penalty. If you submit your work up to two working days after the published submission deadline – it will be accepted and marked. However, the element of the module’s assessment to which the work contributes will be capped with a maximum mark of 40%.
Work cannot be submitted if the period of 2 working days after the deadline has passed (unless there is an approved extension). Failure to submit within the relevant period will mean that you have failed the assessment.
Requests for short-term extensions will only be considered in the case of illness or other cause considered valid by the Director of Studies Team. Please contact DoS@london.aru.ac.uk. A request must normally be received and agreed by the Director of Studies Team in writing at least 24 hours prior to the deadline. See rules 6.64-6.73: http://web.anglia.ac.uk/anet/academic/public/academic_regs.pdf
Exceptional Circumstances: The deadline for submission of mitigation in relation to this assignment is no later than five working days after the submission date of this work. Please contact the Director of Studies Team - DoS@london.aru.ac.uk. See rules
6.112 – 6.141:
CASE STUDY: CMR Surgical
Following a $600M fundraising, robot maker CMR Surgical maps out European expansion
Author: Andrea Park
April 14, 2022, 05:31pm
CMR Surgical has developed the Versius robotic surgery system, which offers a portable and modular setup that’s designed to be integrated into virtually any operating room for minimally invasive procedures. (CMR Surgical)
What’s next for a surgical robotics developer that’s been riding high after raising a monstrous £425 million last summer? According to CMR Surgical, world domination—or, at the very least, European domination.
To get there, the U.K.-based medtech has laid out a plan of attack that includes dividing up the continent into sales regions and appointing managers of each region, all of whom will report to a single general manager of all of CMR’s commercial efforts in Europe.
The “divide and conquer” approach breaks up the continent into more manageable sections, helping CMR better cater to the specific needs of each region and speed up sales and distribution of its Versius robotic surgery system, according to the company.
“Europe is a key strategic market for CMR, and having highly accomplished leaders with broad, senior executive experience on the ground in Europe will enable us to empower local teams and make decisions closer to the customer,” Steve Bell, CMR’s chief commercial officer, said in a statement.
At the top of the European pyramid will be Olivier Wolber, the newly appointed European general manager, who will oversee all of the commercial expansion efforts across the continent. He joins CMR after a six-year stint at Smith & Nephew, the bulk of which was spent as managing director and general manager of the devicemaker’s business throughout various segments of Europe.
“I am excited and honored to take on this new role at such a pivotal time in the company’s journey as it continues to see massive opportunity and continued strong momentum in the regions and globally,” Wolber said.
Under him, the continent will be separated into four regions, each led by a general manager. Franz Mazzone, who previously oversaw the company’s commercial development in southern Europe, will take on CMR’s Italian business, while another company alum, Ana Raduc, is transitioning from commercial lead of the U.K. and Ireland region to general manager of the same area.
Rounding out the regional managers are two new hires. Patricia Chesnais, now leading the France and Benelux region, previously held leadership roles at Johnson & Johnson, Philips, surgical device-maker Bard—both before and after its 2017 acquisition by BD—and more.
The Spain and Portugal region, meanwhile, will be led by Massimo Carone, who spent six years at J&J and, most recently, a decade at Stryker, culminating in a four-year post as managing director of its European operations.
Alongside the new group of general managers, CMR has also tapped Colin Eke, previously its head of commercial business throughout the Europe, Middle East and Africa region, to manage new business development in Europe.
All of these staffing switch-ups come just a few months after CMR raked in 425 million pounds, or about $600 million, in a series D funding round that sent the company’s valuation soaring to $3 billion.
At the time, CMR said the funds would help speed up the rollout of its modular Versius system throughout Europe and around the world, with a particular focus on securing FDA clearance to begin marketing the surgical robot in the U.S.
ASSIGNMENT QUESTION (ESSAY)
Critically apply ONE of the core IB theories introduced in Week Three of the module to a comparative analysis of CMR Surgical’s prospects for internationalisation into TWO countries* of your choice.
*NB. As the case study firm is British, students are NOT permitted to select the UK
Required and Recommended Reading(s)
In order to complete the above essay, students are expected to draw on a range of advanced literature (scholarly journals and academic textbooks) and primary data sources.
Firstly, as a
, submissions minimum demonstrate sustained engagement with- and therefore command over- the core introductory source(s) connected to the particular IB theory that they have selected for the essay. These core sources are available in a clearly marked folder in the ‘Week Three’ section of the module VLE page. Insights from these texts should be must applied to the given question and to the in relation CMR Surgical case study. Secondly, students
draw on relevant parts of the module textbook, which is available via Kortext: Hill, C. and Hult, T., 2019. must International Business: Competing in the Global Marketplace (12th ed.). NY: McGraw Hill Education. Thirdly, the essay
also draw upon sources specifically connected to the must CMR Surgical case study. This will likely include contemporary journalistic pieces and/or official documents/websites of the company itself. Fourthly, it is
that students engage with various other relevant texts that are included across the rest of the VLE weeks. recommended Lastly, as this is a Level 6 assessment, it is
that students go beyond the sources that have been provided via the VLE and Kortext, by conducting their own independent research via the ARU Digital Library and/or Google Scholar. recommended Overall, a minimum of 8-10 sources should be cited on the reference list
Knowledge and understanding of the key issues in international business activity in the context of contemporary globalisation
Capacity to evaluate and select an appropriate national marketplace in terms of political, economic, cultural, ethical and legal frameworks
Knowledge and understanding of multinational enterprises’ responses to external influences and possible modes of entry into new markets
Capacity to critically assess the activities of a given multinational enterprise in terms of its business interests
Marks will be awarded according to:
A ddr e ss i ng t he T a s k: the extent to which the essay has directly engaged the given case study and provided a complete response to the specified task(s), without digressing or straying into generalities. [30 marks]
A na l y t i c Cont e nt and Organisation: the extent to which the essay offers a coherently organised critical analysis in response to the task(s), on the basis of aptly-deployed core concepts, rather than pure description or narration, on the basis of ill-defined key terms. [ 3 0 m a r k s ]
Li t e r a t u r e a nd E v i de nce: the extent to which the essay demonstrates knowledge and understanding of required and recommended scholarly readings, while supporting and illustrating its claims with apposite examples and reliable evidence. [ 3 0 m a r k s ]
D e m ons t r a t i on of A ca d e m i c S k i ll s: the extent to which the essay maintains a clear and scholarly style that adheres consistently to referencing conventions. [10 marks]
Ensure your submission is sequenced as follows:
- Cover page
- Reference List;
- Appendices (optional
- The overall word count should be 3000 words
- You may include appropriate graphics to support your points if you consider they will add value to your answer
- Any tabulated data should be included within an Appendices section at the end of the document
- Cover page, Reference List and Appendices are NOT included in the word count
- You should use scholarly works and reliable data sources to support your text; any theory used should be applied to the context of the scenario
- You must use in-text citations to evidence your work, in addition to producing a full reference list. All of these should conform to Harvard Referencing format.
- The bulk of this text should be your own original work and should not be excessively paraphrased.
ARU GENERIC ASSESSMENT CRITERIA AND MARKING STANDARDS: LEVEL 6 – the Depth stage
Level 6 is characterised by an expectation of students’ increasing autonomy in relation to their study and developing skill sets. Students are expected to demonstrate problem solving skills, both theoretical and practical. This is supported by an understanding of appropriate theory; creativity of expression and thought based in individual judgement; and the ability to seek out, invoke, analyse and evaluate competing theories or methods of working in a critically constructive and open manner. Output is articulate,
coherent and skilled in the appropriate medium, with some students producing original or innovative work in their specialism.
Characteristics of Student Achievement by Marking Band for ARU’s Generic
Learning Outcomes (Academic Regulations, Section 2)
Intellectual (thinking), Practical, Affective and
Achieves module outcome(s)
Exceptional information base exploring and analysing the discipline, its theory and ethical issues with extraordinary originality and autonomy. Work may be considered for publication within
Exceptional management of learning resources, with a higher degree of autonomy/exploration that clearly exceeds the assessment brief. Exceptional structure/ accurate expression. Demonstrates intellectual originality and imagination.
Exceptional team/practical/professional skills. Work may be considered for publication within ARU
Outstanding information base exploring and analysing the discipline, its theory and ethical issues with clear originality and
Outstanding management of learning resources, with a degree of autonomy/exploration that clearly exceeds the assessment brief. An exemplar of structured/accurate expression. Demonstrates intellectual originality and
Outstanding team/practical/professional skills
Excellent knowledge base that supports analysis, evaluation and problem-solving in theory/ practice/ethics of discipline with
Excellent management of learning resources, with degree of autonomy/research that may exceed the assessment brief. Structured and creative expression. Excellent academic/ intellectual skills and practical/team/ professional/ problem-
Good knowledge base that supports analysis, evaluation and problem- solving in theory/ practice/ethics of
discipline with some originality
Good management of learning resources, with consistent self- directed research. Structured and accurate expression. Good academic/intellectual skills and team/practical/
professional/problem solving skills
Sound knowledge base that supports some analysis, evaluation and problem-solving in theory/practice/ethics of discipline
Sound management of learning resources. Some autonomy in research but inconsistent. Structured and mainly accurate expression. Sound level of academic/ intellectual skills going beyond description at times. Sound
A marginal pass in module outcome(s)
Adequate knowledge base with some omissions at the level of ethical/ theoretical issues.
Restricted ability to discuss theory and/or or solve problems in
Adequate use of learning resources with little autonomy. Some difficulties with academic/ intellectual skills. Some difficulty with structure/ accuracy in expression, but evidence of developing team/practical/professional/ problem-solving skills
A marginal fail in module outcome(s). Satisfies default qualifying
Limited knowledge base. Limited understanding of discipline/ethical issues. Difficulty with theory and problem solving in discipline
Limited use of learning resources. Unable to work autonomously. Little input to teams. Limited academic/ intellectual skills. Still mainly descriptive. General difficulty with structure/ accuracy in expression. Practical/ professional/problem-solving skills that are not yet secure. Critically apply ONE of the core IB theories introduced in Week Three of the module to a comparative analysis of CMR Surgical’s prospects for internationalisation into TWO countries* of your choice.
Fails to achieve module outcome(s) Qualifying mark not satisfied
Little evidence of knowledge base. Little evidence of understanding of discipline/ ethical issues. Significant difficulty with theory and problem solving in discipline
Little evidence of use of learning resources. Unable to work autonomously. Little input to teams. Little evidence of academic/ intellectual skills. Work significantly descriptive.
Significant difficulty with structure/accuracy in expression.
Little evidence of practical/professional/ problem-solving skills
Deficient knowledge base. Deficient understanding of discipline/ethical issues. Major difficulty with theory and problem solving in discipline
Deficient use of learning resources. Unable to work autonomously. Deficient input to teams. Deficient academic/intellectual skills. Work significantly descriptive. Major difficulty with structure/accuracy in expression.
Deficient practical/professional/problem-solving skills
No evidence of knowledge base; no evidence of understanding of discipline/ethical issues. Total inability with theory and problem solving in discipline
No evidence of use of learning resources. Completely unable to work autonomously. No evidence of input to teams. No evidence of academic/intellectual skills. Work wholly descriptive. Incoherent structure/accuracy and expression. No evidence of practical/professional/ problem-solving skills
Awarded for: (i) non-submission; (ii) dangerous practice and; (iii) in situations where the student fails to address the assignment brief (eg: answers the wrong question) and/or related learning outcomes
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