42E00101 - CEMS Global Strategy, Lecture, 23.10.2023-29.11.2023

For this assignment, students will undertake reflective analyses of two prominent cases
covered in the classroom: Carlsberg and Guinness. Rather than a traditional case
analysis, this assignment emphasizes student’s reflective thinking based on the topics
covered in class and in readings. Dive deep into each case to understand the strategic
problems and decisions: which do you think were smart? Which ones do you want to
challenge? Do you think there are alternative approaches that could’ve been better? In
which way those are better?

Keep in mind that the heart of this exercise is to reflect on the cases with the knowledge
amassed from our classes. Examine the strategic problems and decisions of Carlsberg
and Guinness not just as isolated business moves, but through the lens of the concepts,
theories, and strategies we've discussed.

In sum, for each case:
• Analyze the key strategic dilemmas or choices in the cases.
• Reflect on those decisions using insights from the course.
• Aim to develop a synthesis that demonstrates the interplay between theory and
practice. That is, seek to meld classroom learning with real-world business
scenarios.

Format: Suggested length is 2 pages, font 12, line spacing: 1,5.
Deadline: The assignment must be uploaded to the assignment submission box in
MyCourses. Deadline for Carlsberg is 6.11. and for Guinness, it is 15.11.
Evaluation: The maximum number of points for each reflection paper is 14.5