CUEGIS - CONCEPTUAL FRAMEWORK

Change
• Competition, new technologies and markets, and trends in consumer behaviour lead
business organizations to adapt their objectives, strategies and operations.
• Success emerges from the ability to research and respond to signals in both the internal and
external environment
Culture
• Every organization operates in a range of environments in which its role may be interpreted
differently. These expectations affect planning, decision making and strategy implementation.
• Within an organization, values and backgrounds influence what stakeholders focus on and
how they work.
Ethics
• Every business decision has moral implications. These consequences can be significant for
internal and external stakeholders and the natural environment.
Globalization
• A wide range of international forces (such as the increasing social, cultural, technological and
economic integration) influence business organizations. In turn, business organizations
shape these forces.
• Many business organizations operate across national boundaries. Even local businesses
and consumers are influenced by global forces.
Innovation
• Incremental or radical improvements to a business idea, or the generation of new ideas in
relation to a final product, service or process, are the result of internal or external influences.
• For many business organizations, a key challenge is bringing in ”the new” and managing the
process of improvement in a sustainable way.
Strategy
• Strategy refers to the significant long-term planning decisions that organizations make in
order to meet the needs and wants of their stakeholders. Strategy is about asking questions:
what, why, when, how, where and who?
CUEGIS - ANSWERING METHOD
• Introduction - 1 Paragraph
• Introductory sentence. - Name of the company and a couple of things about it. What is their
scale? What is their industry?
• Define all the key terms in the question --including the concepts.
• Include a hypothesis -- Something like, “Company X has generally relied on innovation to
improve their competitiveness in an increasingly globalised market.” Make sure the
hypothesis is actually an answer to the question because it’s going to be the focus of the
essay.
The Body -- The Concept - Positive and Negative - 2 paragraphs ...
• More indepth analysis , linking it to some examples at the company. In this section explore
how the company’s major experiences with the first concept.
• Use at least 3 course-keywords in the answer. And explain at least one effect on a
stakeholder. The approach here is: CT + CL + CT.
• CL = Case link. Give a fact about the chosen company and the first concept.

• CT = Course theory. Use a keyword or idea from the course to develop an insight. (BM
Theory/tool)

• CT = Course theory. Use another keyword or idea from the course to develop the insight
further.
• for example, don’t just say that the company have used “job production.” Say that:
• “They use job production because it allows them to provide a higher quality product, from the
customer’s perspective. Customers get exactly what they want and this increases customer
loyalty.”
• The Conclusion
• Stakeholders and Conclusion - 2 paragraphs
• Take a few minutes to explain some conflicts between stakeholder interests and some ways
that the stakeholders have priorities in common. Make sure each of the stakeholder interests
is completely clear, so the reader understands the exact reasons for the conflict.
• Pull it all together in terms of the concept (or concepts, if there was more than one). What is
the end result for the company? Are they doing well or not and how is their success or failure
related to the concept?