tablet-alt-solid Phoneventures

In the international business simulation PhoneVentures, students have to manage their own globally operating smartphone companies such as Apple, Huawei or Samsung. Each round, is equilivant to one year of operations, students 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. Who will be the CEO, CFO, HR-manager, Marketing manager and head of operations? Perhaps 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 have to decide their entry strategy for each of the markets they would like to enter. Teams have to 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

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 potentials and supply training budgets to their staff. To be effective, students must first analyze 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 globally operating company faces.
  • Increase the awareness of alternative perceptions and ways of thinking about on implementing a global strategy.
  • To provide students the awareness of forces and uncontrolled events that will impact the results and rethink their actions.
  • Increase the understanding of the importance of social responsibility and corporate governance and the effects they have on people, profit and the environment.


The international business simulations PhoneVentures is usually 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.
  • Written group report in which the teams write down each round what 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.
  • 360 Peer assessment in which students have to allocate a hundred points among their fellow team mates based on their contribution.
  • Organize a “Dragon’s Den” elevator pitch, a presentation to ‘investors’, played by the other student teams or lectures.
  • The stock exchange could become part of the assessment. Their share price or ranking position can be translated into 25% of their final mark.



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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 game, theoretical models are put into practice. Management games give participants a unique experience in which mutual collaboration, analytical thinking and insight into complex and dynamic relationships are important learning effects.


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