CUEGIS

=CUEGIS= Change, Culture, Ethics, Globalization, Innovation & Strategy

Basics :
 * It comes up in the IB as 'part C' of your Paper 2. 20 marks
 * There will be a series of questions from which you chose one.
 * You will need to be familiar with at least 2 firms - which we will develop over the course.


 * The question will be __begin__ as follows : "with reference to a firm with which you are familiar...."
 * The second half of the question will then typically __continue__ with linking two CUEGIS themes ie ".. evaluate how important ETHICS is to formulating STRATEGY"

This is the BIG idea : linking the 3Cs.
 * CONTENT (the syllabus) with
 * CONCEPTS (themes that run through most if not all Business : the CUEGIS themes) with
 * CONTEXT (2 firms of your choice)



What exactly should we look at in terms of each CUEGIS concept..

YOU NEED TO KNOW THE **__CHANGES__** YOUR FIRM HAS FACED – AND HOW IT HAS ADAPTED TO THEM

WHAT ARE THE KEY ELEMENTS OF YOUR FIRMS **__CULTURE__** (& HOW CAN YOU TELL) HOW IS THEIR **__CULTURE__** DIFFERENT FROM THEIR RIVALS TO WHAT EXTENT DOES NATIONAL CULTURE AFFECT CORPORATE **__CULTURE__**

ARE **__ETHICS__** A PRIORITY TO THIS FIRM? EXAMPLE OF HOW THIS FIRMS DECISIONS ARE DRIVEN BY **__ETHICAL__** CONCERNS? EXAMPLES OF QUESTIONABLE **__ETHICAL__** PRACTICES?

ARE THERE EXAMPLES OF HOW THE FIRM HAS HAD TO ADAPT AS IT GOES **__GLOBAL__** HOW MUCH OF THIS FIRMS SALES REVENUE COMES FROM OUTSIDE ITS ‘HOME MARKET’? DOES THIS FIRM DO ANY OUTSOURCING OR OFFSHORING?

DOES **__INNOVATION__** SEEM TO BE A PRIORITY FOR THIS FIRM – GIVE EXAMPLES? ARE THERE SOME AREAS OF THIS FIRM THAT DO NOT APPEAR TO BE **__INNOVATING__**?

WHAT ARE THEY DOING THAT MAKES THEM WIN? WHAT IS AN EXAMPLE OF A SUCCESSFUL **__STRATEGY__** THAT HAS BEEN USED BY YOUR FIRM? WHAT IS AN EXAMPLE OF AN UNSUCCESSFUL **__STRATEGY__** THAT HAS BEEN USED BY YOUR FIRM?

adapted from : ibmastery.com

Remember the Command Words being used are the same familiar ones - they are all Level 3* //What we used to call Level 4, but now is level 3 - see Display in H6&H8.// The point being the structure and approach is __not__ going to be something wildly new.
 * HOW TO WRITE A CUEGIS ESSAY:**

Being a Level 3 questions - we first need to do Level 1&2.

In the case of CUEGIS, there are 3 ways to analyse:
 * 1) The CUEGIS concepts have been **helpful** - //however// they in some cases they have been **unhelpful**
 * 2) The firm has been **proactive** - //however// in some ways it has been **reactive**
 * 3) The firm has **benefited** - //however// in some ways they have also **suffered**

which one you use of course will depend upon the question.



//** TO GET STARTED **//: THEY WANT AN __INTRODUCTION__ (SHOCK HORROR!)

Limit it to one paragraph (actually leave a space between paragraphs so its super obvious where the paragraphs are) the calculations are : 4 minutes should be spent on this.
 * 1) Start with a // short // summary of the firm (the name, what it does, the industry, flagship product, scale). This is //Context//.
 * 2) Show some clear L1 by defining the key concepts in the questions - that's the //Content// & the //Concepts//)
 * 3) Give a clear hypothesised answer to the question. Speak vaguely here, use " i think.. maybe.. probably.. it seems to me.. perhaps... sometimes" eg I think with Burger King's ethical considerations usually does have some kind of impact on their marketing strategies

(leave a line - new paragraph - space)!

// ** TO PROGRESS ** // : HERE COMES THE ANALYSIS - ONE POINT OF VIEW (Such as "innovation has been helpful" ) DEVELOPED WITH EVIDENCE - ONE PIECE OF EVIDENCE IN THE 1ST PARAGRAPH ANOTHER PIECE OF EVIDENCE IN ANOTHER PARAGRAPH

THEN THE COUNTER POINT OF VIEW - THE OTHER POINT OF VIEW (EG "innovation has not been helpful") SUPPORTED WITH EVIDENCE

The key idea here as you build the analysis is : every argument, every paragraph should be continually linked to the 3Cs
 * a link to the __ **Context** __ - this means a __real__ example
 * a link to the __**Concept**__ - be it innovation, change etc.
 * 2 or more links to the __ **Content** __ - this refers to the syllabus content on which the question is based. Bring in your own ideas. Speak the language of business here.

Also keep linking back to the Question - show the examiner you are still focused.

That's what they mean by "fit for purpose" paragraphs the calculations are : aprox 20 minutes should be spent on the body.

//** TO FINISH UP **//: We know there are 4 ways to Conclude, but with CUEGIS essays they are driving us down one particular route :"Stakeholders!"

Try identify at least one, better if there are two - conflicts between stakeholders. Identify the stakeholders (eg Customers & Owners) - state their respective interest given the context of the question ( owners wish to expand and increase sales, customers want to retain that close link with the decision makers and seek for personal service). The conflict must be made clear ( expanding will reduce the link between customer / decision maker)

Then you want to actually address the question. Give a firm conclusion. Linking things together as best you can.

It might be useful to support your conclusion with a further 'Way To Level 4' the calculations are : aprox 10 minutes should be spent on the conclusion.



THE RUBRIC EXPLAINED









HERE IS THE FULL RUBRIC

HERE IS A QUESTION WITH A GOOD (BUT NOT PERFECT) RESPONSE.

HERE IS THE MARKSCHEME (TO Q9, 10 & 11 FROM THE LIST BELOW). HAS TO BE SOMEWHAT GENERIC DUE TO THE NATURE OF THE QUESTION



This link takes you to page that looks at the positive & negative of each CUEGIS factor - for two different firms. Good for giving you an idea of whats what.

http://www.ibmastery.com/cuegis-case-material/



**Some examples of questions. All worth 20 marks.**


 * 1) With reference to one or two organisations that you have studied, __discuss__ how marketing **strategies** may differ in two **cultures** you are familiar with.
 * 2) With reference to one or two organisations that you have studied, __discuss__ how financing **strategies** may differ in two **cultures** you are familiar with.
 * 3) __Evaluate__ how **culture** affects strategic decisions in a company of your choice.
 * 4) With reference to one organisation you have studied __examine__ how **globalization** and **innovation** impacts company marketing
 * 5) With reference to one organisation that you have studied, __compare and contrast__ the importance of **ethics** and of **innovation** in company growth strategies.
 * 6) With reference to one organisation that you have studied, __compare and contrast__ the importance of **ethics** and of **innovation** in product development.
 * 7) With reference to one organisation you have studied, __examine__ what **changes globalization** brings about in the management of human resources.
 * 8) With reference to one organisation that you have studied __discuss__ the importance of **globalization** and **innovation** on quality management.
 * 9) With reference to an organisation of your choice __discuss__ the impact of **innovation** on operations management **strategy**. (June 2016)
 * 10) With reference to an organisation of your choice, __examine__ the impact of **culture** on organisational **ethics**. (June 2016)
 * 11) With reference to an organisation of your choice, __examine__ the impact of **globalization** on organisational **change**. (June 2016)
 * 12) With reference to an organization of your choice, discuss the ways in which **innovation** can influence organizational **change** (Nov 2016)

Timing : if you weigh the value of the question with the time allocated to the Exam you'll work out you have __** 34 minutes **__

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