tablet-alt-solid Phone ventures - International Business Simulation

Overview of Simulation

In the international business simulation Phone Ventures, students manage their own multi-national smartphone company, similar to those of Apple, Huawei, and Samsung. They compete within teams during each round (equivalent to one year of operations) and must make strategic decisions in order to improve company performance across their international markets with the aim of becoming top of the ranking list at the end of the final round.

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Team-Working And Role Assignment

A key factor in all of our simulations is team-working. Students need to work together within their team to delegate roles and responsibilities among them, determining who will be the CEO, CFO, HR-manager, Marketing Manager, and Head of Operations. They may even choose a geographic structure by appointing a Regional Manager for the Asian markets, the Americas or Emerging Markets. Student teams are in charge of setting up their own international organisation structure and once the team is in place they must work together to determine which actions to take and in which functions during each round - making sure to respond to news items that could impact their performance. 

Entry Strategy

On a tactical level teams need to decide their entry strategy for each of the markets they would like to enter. Students should read and analyse global news messages on economies, geopolitics, trade wars, protectionism, and the tech industry to stay up-to date. Within HQ, teams decide their R&D and HR policies next to their online and global marketing investments. In each market they operate, they can either diversify their approach or apply a global strategy.

CSR and sustainability

Corporate Social Responsibility (CSR) and sustainability are strongly embedded within the simulation. The students have to think about how to reduce their carbon footprint, contribute to the Paris agreement, support local initiatives, fair practices, and financial fair play. They also implement National Equality Standards to encourage diversity within their companies.

International HRM and Hofstede’s Cultural Dimensions

Within the HR department, managers with specific international competences, capabilities and salary levels can be hired. Next to that, students install reward systems, setup recruitment programs, invest in high potential candidates and supply training budgets to their staff. To be effective, students must first analyse each country’s Cultural Dimensions (Hofstede).


  • Students create an effective international strategy designed to increase sales, market share, and stock-market value.
  • Students gain a greater understanding of the impact of domestic and international policies on their multi-national organisation. 
  • Students learn more about cultural factors when entering new markets.
  • Students develop effective team-working, analytical, strategic, and leadership skills.
  • Students understand and value the importance of corporate social responsibility (CSR) the effects this has on internal and external stakeholders.

ASSESSMENT Ideas and examples

Phone Ventures is typically assessed in several ways. Below you will find the most popular options:

  • Individual students provide a reflective report on their role within the simulation, highlighting areas of strength and areas for improvement, decisions that went well and decisions that did not go well and how they would do this differently next time.  
  • Students conduct a 360 Peer Assessment in which students have to allocate a hundred points among their fellow team mates based on their contribution.
  • Students deliver a “Dragon’s Den” elevator pitch to a panel of ‘investors’, played by the other student teams or Lecturers.
  • Students participate in a stock exchange assessment where their share price or ranking can be translated into 25% of their final mark on the module.
  • Students provide a global strategy for the upcoming financial year based on their company in the simulation. 

Case Study - Phone Ventures at Coventry University

Karim Ahmed Pic

"My experience of working with Edumundo has been 

fantastic! Not only because of the people I’ve been working with there but also because of the experiences the students have gained from their training and guidance.”

Dr. Karim Ahmed, Course Director, Coventry University

As part of his Strategic International Project Management module, Dr. Karim Ahmed was looking for a practical tool to develop his students’ understanding of business performance analysis. Here, we take a look at how the Phone Ventures management simulation has been used by his postgraduate students. 

Read case study -  Coventry University


Student Levels: 2nd and 3rd year Undergraduate, Postgraduate - MSc/MBA
Module subjects: International Business & Management, CSR, Ethics in business
Languages: nl gb


In a business simulation theoretical models are put into practice. They provide participants with a unique experience in which team-working, analytical thinking and insight, and decision-making skills are trained and tested throughout each round, enabling student-led and experiential learning.


  • 20 years' experience of delivering business simulations
  • Working with over 300 universities worldwide
  • In-house operations support throughout the simulation, taking the administrative burden away from Lecturers
  • Updated simulations to reflect current affairs and markets

Would you like to know more about this  and other business simulations?


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