Applied Strategy and Organization: Strategies for international Corporations

The module consists of two lectures in which board members of large German companies provide practical insights into the field of strategic management.
• Applied Strategy and Organization: Strategy in the Global Market Place
Prof. Rupert Stadler (CEO Audi AG and board member of the Volkswagen AG) introduces students to the topic of strategy in the global market place. The substantive focus is on the vision, mission, and goal of the Audi Strategy 2020; on the internationalization strategy using the example of the market entry in China; on the future of mobility; as well as principles of strategy planning and execution.
• Applied Strategy and Organization: Corporate Strategies for Internationalization and Digital Transformation
Prof. Dr. Axel Stepken (CEO TÜV SÜD AG) discusses internationalization strategies in companies and the topic of transformation through digitalization. Based on theoretical foundations and his own practical experience, he illustratively teaches students internationalization and digitalization strategies for companies. The lecture covers relevant factors for internationalization processes, including growth factors, strategies, corporate culture, leadership, organizational complexity as well as knowledge transfer. These factors are discussed on the basis of changing business conditions that result from digitalization.

Upon successful completion of this module, students are able:
• to remember the most important strategies of international technology corporations to deal with challenges of the world economy in times of globalization and digitalization.
• to compare different theories and methods in the field of strategic management.
• to understand the relevant factors for internationalization processes.
• to discuss different theories and methods in the field of strategic management based on real scenarios from practice.
• to argue how managers should make strategic decisions.
• to understand past decision-making processes of international technology corporations with regard to, for example, market entry decisions, cost calculations for internationalization strategies, business development plans, and global technology trends.

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In the course of lectures, theoretical foundations and concepts are introduced and subsequently exemplified with case studies. The combination of lecturer talks and case studies enables students to learn about the most important strategies of international technology corporations. Moreover, it enables students to learn how to discuss the introduced theories and methods of strategic management on the basis of real scenarios from practice and to understand how managers of international technology corporations make strategic decisions. The practical relevance is strengthened by excursions to the lecturers’ companies (e.g., Audi AG, Ingolstadt). Additional scientific literature helps students to follow-up on and consolidate the content of the lecture slides and case studies.

Slides, case studies, scientific literature

- „Strategic Management“ by Johnson et al. (2016)
- Ansoff, HI (1970). Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion. New York: Penguin Books.

The module examination is a 90-minute exam. Open questions measure to what extent students know strategies of international technology corporations, in particular with regard to internationalization and digitalization, and to what extent they understand different theories and methods in the field of strategic management, relevant factors for internationalization processes, and strategic decision-making processes. By answering questions regarding hypothetical, practical scenarios students demonstrate that they are able to understand the application of the learned theories and methods to real decision-making processes in companies.

Students can achieve 90 points in the exam.