tablet-alt-solid Phone ventures - Management Simulation


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.

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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.

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. The 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).

Learning objectives

  • Provide students the opportunity to experience the outcomes of strategic choices in a global and dynamic context.
  • To provide students the possibility to create an international strategy, set-up a global brand and roll out this strategy on a tactical level.
  • Try to create a critical understanding of numerous actions and operations a multi-national company faces.
  • Increase the awareness of alternative perceptions and ways of thinking about implementing a global strategy.
  • To provide students with an awareness of forces and uncontrolled events that will impact the results and how they can re-evaluate their actions.
  • Increase the understanding of the importance of social responsibility and corporate governance and the effects they have on people, profit, brand perception, and the environment.

ASSESSMENT Ideas and examples

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

  • Ask students to individually keep track of decisions in a logbook (possibly from their own management position’s perspective) about their international strategic and operational decisions.
  • Submit a written group report in which teams, after each round, draft a rationale for the decisions they have taken and what they think the outcomes will be. They reflect on the decisions made in each new round and continue doing this throughout the management simulation.
  • Conduct a 360 Peer Assessment in which students have to allocate a hundred points among their fellow team mates based on their contribution.
  • Organise a “Dragon’s Den” elevator pitch, a presentation to ‘investors’, played by the other student teams or Lecturers.
  • Participate in a stock exchange assessment where their share price or ranking can be translated into 25% of their final mark on the module.

Case Study - Phone Ventures at Coventry University

“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



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Student Levels: 2nd and 3rd year UG, PG, MSc, MBA)
Module subjects: International Business & Management, CSR, Ethics in business
Languages: nl gb



In a management simulation, theoretical models are put into practice. They provide participants with a unique experience in which mutual collaboration, analytical thinking and insight into complex and dynamic relationships are important learning effects.



  • 20 years' experience of delivering business simulations
  • Working with 40+ UK universities and over 300 worldwide
  • In-house operations support throughout the simulation, taking the administrative burden away from Lecturers
  • Updated simulations to reflect current affairs

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