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2023/2024  KAN-CMIAO1005U  Strategy and Market Development

English Title
Strategy and Market Development

Course information
Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Spring, Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for cand.merc. and CMIA (CMIA)
Course coordinator
  • Mercedes Delgado - Department of Strategy and Innovation (SI)
Main academic disciplines
  • Globalisation and international business
  • Strategy
Teaching methods
  • Face-to-face teaching
Last updated on 02-06-2023

Relevant links
Learning objectives
At the end of the course the student should be able to demonstrate:
  • An understanding of and familiarity with theories, concepts and cases covered by curriculum.
  • An ability to apply the theories and concepts in strategic analysis of concrete company cases.
  • An understanding of the central issues covered in the course on business/corporate strategy and innovation strategy and how they relate to market development.
  • An ability to critically assess the scope, limits and complementaries of applying the different theories and concepts to the strategic issues covered in the course.
Examination
Strategy and Market Development:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Written assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 24 hours to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content, structure and pedagogical approach

Important overall objectives of this course are to align the theory and practice of strategy, on the one hand, and more specifically to align core themes in innovation strategy with strategies for business and market development, on the other. The course aims to provide students with systematic analytical and practice-oriented insights into firm strategy with special emphasis on issues related to innovation strategy, business dynamics and market development. This objective is achieved through three approaches: first, introducing complementary theories and tools relating strategy to innovation in knowledge-intensive firms and industries; second, investigating in depth key topics within the scope of the course; and third, analysing business practice through case studies and presentations by and discussions with business practitioners.

Topics include core issues in business and corporate strategy (e.g. strategic positioning, building strategic competencies and strategic alliance, make-buy decisions, the dynamics of corporate strategy and structure) and more specific questions relating to innovation, business and industry dynamics and market development (see below). These topics are analysed by applying several theoretical approaches, including an industrial organization perspective, a resource- or competence-based perspective and a transaction cost perspective. These theories are considered complementary rather than mutually exclusive ways of approaching the strategic issues raised. The focus is primarily on innovative and knowledge-intensive firms in high-tech manufacturing industries (e.g. electronics, precision instruments, pharmaceuticals) as well as in the new services sectors (e.g. software development and Internet services).

Among the main issues raised in the course are the following:

  • What are the advantages and disadvantages of being first on the market? What determines who “wins” and who “loses” from investments in innovation?
  • What is the role of core capabilities in product and innovation strategies? How do these strategies relate to market development and the underlying market research?
  • What factors should firms take into consideration when engaging in partnering and contracting for research and development? How can cooperating firms create a framework within which they can successfully develop products of commercial value?
  • What challenges and opportunities do firms confront in managing environmentally sustainable innovation strategies?
  • How do recent trends towards globalization, servitization and networking transform the corporate strategies of companies?
  • Where should firms locate to innovate and grow?
Description of the teaching methods
The course combines interactive lectures with case-based exercises and interaction with business managers.
Feedback during the teaching period
Students will receive feedback in class in connection with case discussions and exercises.

Students will have optional feedback sessions (1/3 of students assigned to each session) where they will form groups of 3-to-5 to prepare a practice exam. They can apply any theories and frameworks covered in the course curriculum. The practice exam will be based on a prior SMD final exam. Feedback will be provided primarily during class discussion, and written feedback will be provided summarizing the discussion in class.

An optional multiple-choice quiz will be given to the students. The quiz will serve as feedback to the students in informing them individually where they stand. Following the quiz, there will be a feedback session in which the correct answers will be discussed.
Student workload
Teaching 36 hours
Preparation 100 hours
Exam 70 hours
Last updated on 02-06-2023