International Business

Topics: Microsoft, Operating system, Apple Inc. Pages: 18 (3955 words) Published: May 8, 2015
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MARKS: 80

SUB:
N.B.:

1)
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INTERNATIONAL BUSINESS
Attempt any Four cases
All cases carry equal marks.
NO. 1

International Case : Woman CEO
Manages by the Textbook
The demand for managers with an international background is great. Consider Marisa Bellisario who was one of the most sought-after executives in Europe. She was the first woman to head a major industrial firm in Italy, the state – controlled ITALTEL Societa Italiana.

This

company

is

the

biggest

Italian

firm

making

telecommunications equipment. Bellisario’s background, however, is international. After receiving her degree in economics and business administration from Turin University, she worked at Olivetti in the electronics division. When Olivetti sold its date processing unit to General Electric, she spent time in Miami working on GE’s worldwide marketing strategy for computers. She left GE to head corporate planning at Olivetti. As the CEO at ITALTEL, she turned the

company around, showing a small profit. (The firm had experienced huge losses in the past.) Her managerial approach has been
characterized as “straight out of the textbook,” and companies such as GTE Corporation, IBM, AT&T, and other European and Japanese
firms are interested in recruiting her.

Question:
1.

Why was Ms. Bellisario a muc– sought – after CEO? What was

her career path?
2.

What special problems may she have encountered as a woman
heading a

3.

major company in Italy?

If she was successful managing by the textbook, why do some
managers

still think that management cannot be taught?
NO.2
International Case : Coke’s European Scare

What seemed like an isolated incident of a few bad cans of Coca-Cola at a school in Belgium turned into near disaster for the soft drink giant’s European operations.

In June 1999, Coke experienced its

worst nightmare a contamination scare resulting in the recall of 14 million cases of Coke products in five European countries and huge blow to consumer confidence in the quality and safety of the world’s most recognizable brand.

After the initial scare in Bornem, Belgium, Coke and Coca – Cola Enterprises (CCE), a thought they had isolated the problem. Scientists at the CCE bottling plant in Antwerp found that lapses in quality control had led to contaminated carbon dioxide that were used in the bottling of a recent batch of Coke. Company officials saw the contamination as minor problem and they issued an apology to the school.

At the same time that the problems...
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