In the international business simulation Phone Ventures, students manage their own multi-national smartphone company, similar to those of Apple, Huawei, and Samsung. Each round, is equivalent to one year of operations, students initially conduct an internal and external analysis, determined by their international strategic business plan and take tactical and operational decisions for all departments and all countries they would like to enter.
Once student teams have decided on their international business plan and determined their target group, they start working on their company profile, creating a great smartphone brand, logo and slogan. On a managerial level they delegate roles among each of the student members to determine who will be the CEO, CFO, HR-manager, Marketing Manager and Head of Operations. Maybe 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.
On a tactical level teams need to decide their entry strategy for each of the markets they would like to enter. Teams should read and analyse global news messages on economies, geopolitics, trade wars, protectionism, and the tech industry to stay up-to date. Within the 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 generic strategy.
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. The also implement National Equality Standards to encourage diversity within their companies.
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).
Phone Ventures is typically assessed in several ways. Below you will find the most popular options:
“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.”
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.