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High street “bricks-and-mortar” retailers are increasingly conducting their business online. For a while their branding can rely on their high street heritage but how do you think the brand should be managed as the online presence comes to dominate?

The essay should be no longer than 3,000 words (+/- 10%) and submitted with a header sheet. Your identity will not be revealed to the marker. The work should demonstrate understanding of a relevant theory or conceptual framework, with application to case study examples. Choose ONE of the following four topics for your essay.

I. High street “bricks-and-mortar” retailers are increasingly conducting their business online. For a while their branding can rely on their high street heritage but how do you think the brand should be managed as the online presence comes to dominate?
II. Mass customisation appears to offer the ideal combination of efficient mass production with customisation to the individual customer. For a specific company of your choice, critically analyse the challenges and limits of such a strategy.
III. Laws and attitudes to bankruptcy vary around the world. As an entrepreneur, which country do you think has the most business-friendly approach?
IV. It might be argued that no matter how enlightened the human resource management (HRM) strategy, the workers are still perceived as assets with related costs and profits. An alternative approach might see workers as investors of human capital. What lessons can be learned from HRM approaches around the world that might resolve this argument?

The basic format of the essay should be a theory, concept or approach which is critically analysed. Then a case study or practical example should be presented that not only illustrates how the theory can be applied but also reveals further critical insights into the theory itself. The conclusion should demonstrate how the case study can lead to an improvement in the theory.

 

 

 

 

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