International strategic management

1. The Opening Case introduces Burberry, which is 160 years old in 2016. Find another firm in any industry and any country that has also survived 100 years. Find the “secrets” behind the longevity of this firm. In other words what makes them unique?
• How do they deal with suppliers, customers, and local communities?
• What are their core strengths?
• What is the role of the employees?
• How do they react to change? Do they embrace it or do they adopt a conservative attitude?
• What can you infer about their financial practices?

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