Bachelor of Commerce Best Business Research Papers Archive
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Publication Lifespan: September 2008–June 2020
About The Journal
Students play a key role to supporting and improving business and management research at the Gustavson School of Business. We have students at all levels engaging in research, from undergraduate to doctorate students.
At the undergraduate level, research is tied to our international exchange. Many of our undergraduate students enroll in International Business Research (COM 470) to give students who go on exchange an opportunity to develop their research and writing skills by analyzing a business issue that relates to an international site location. They explore a topic of their choosing, reporting on a phenomenon that affects the entire country or region. Or, they can focus on a specific issue that pertains to a particular private, public or not-for-profit organization.
From September 2008 to June 2020, the best papers from this course were showcased annually in a publication entitled Bachelor of Commerce Best Business Research Papers.
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Item 7-Eleven: The king of convenience in the Kingdom of Thailand(Bachelor of Commerce Best Business Research Papers, 2020) Johnson, TeeganIn the late 1980’s Thailand was going through a period of rapid economic development and with it came a demand for new types of goods and services. One of the new industries that come out of this time was the convenience store, replacing the more traditional mom and pop shops that have been in Thailand prior. The evolution of the convenience store industry in Thailand is one that revolves around one major driving force, CP ALL, the parent company of 7-Eleven in Thailand. Throughout the time since its introduction in 1990, 7-Eleven has revolutionized its industry through innovation, on its way to becoming “Thailand’s one and only company amongst 100 World’s Most Innovative Companies” (CP ALL, 2019, p.8). In this paper, I will take a look at the position that 7-Eleven has carved out for themselves in the convenience store market. I will analyze how 7-eleven gained its market dominance and wild popularity in the country, as well as how they used their market leader position to push this new industry to unimaginable heights as they continue to expand and innovate the industry.Item A study on airline strategy: Comparing Ryanair and Lufthansa to determine the best strategy in the industry(Bachelor of Commerce Best Business Research Papers, 2014) Mack, RachelWhile Porter’s generic strategies provide a look at five of the main business models that companies typically follow, two in particular stand out in the European passenger airline market: low cost leadership and product differentiation. Ryanair dominates the European market of price-sensitive consumers, while Lufthansa has long been regarded as one of the best quality airlines in the industry. While the question of which strategy is “better” is difficult to determine, what this paper aims to discover is how both companies have found such incredible success in the competitive industry of passenger airlines with their differing strategies and how these strategies have been the main contributors of said success. To fully examine the companies from all aspects, this paper will use McKinsey’s “7-S” Model to develop a better understanding of the two companies to understand their commitment in all areas to their respective strategies. Also included is a survey that I conducted to get a sense of which airline’s strategy “wins” in the eyes of customers. In the end, the results from the survey, as well as from all secondary research, show that despite Lufthansa’s current lead over Ryanair for largest passenger airline company, there is no clear winner between the two strategies. Rather, the “winning strategy” is a company’s complete commitment to one strategy as opposed to low cost leadership versus product differentiation.Item A sui generis system: An in depth analysis of European Union governance and political innovation and its effect on business(Bachelor of Commerce Best Business Research Papers, 2009) Spicer, MikeThe formation of the European Union (EU) just over 50 years ago signalled the beginning of a new era for European businesses. The eventual removal of trade barriers and increased co-operation between members along with the more recent eastern expansion has led to a more interdependent system where some firms are struggling to sustain their competitive advantage. This paper attempts to clarify the EU’s unique blend of capitalism, governance and corporate lobbying as an example of Europe’s history of political innovation. Secondarily it investigates the effects these factors have on business within the EU, with emphasis placed on the Dutch business environment. Indeed, the EU is a constantly evolving political structure that highlights the increased pressures of globalization and economic interdependence. Furthermore, the greater liberalization associated with the EU has encouraged the Netherlands to pursue a strategy of more strict market capitalism, a departure from its social welfare roots. The establishment of multi-issue politics participation in multiple trade associations and interest groups, as well as more informal networks, has become a source of competitive advantage for Dutch firms. Due to their ability to maintain high positions within these associations and create a standardization of group actions, firms can influence the outcome of the EU’s decision-making process. Although the EU has brought about many changes within the structure of its members’ business systems, it is also reflective of the trend of globalization. This paper illustrates the interdependence and interaction between firms and political institutions within the European Union.Item Achieving a sustainable competitive advantage through people: AB InBEV’s performance culture(Bachelor of Commerce Best Business Research Papers, 2011) Massot, PatrickThe rapid growth of globalization and the subsequent increase in international competition have resulted in a number of companies searching for new sources of competitive advantage. There is much research on how firms can utilize their human resources in differentiating themselves from their competition, yet many of these companies still see their employees as expendable resources. This research paper identifies several competitive strategies, competitive advantage models and human resource practices that can have a significant impact on employee and organizational performance. Specifically, I will look at why international conglomerates should use their organizational culture and human resource policies to achieve a sustainable competitive advantage through their employees. AB InBev, headquartered in Belgium and the largest beer company in the world, will be used to exemplify the benefits of utilizing a firm’s workforce in achieving organizational effectiveness. The company has been able to recruit, develop and train a highly competent workforce that is committed to the organization and its goals. They have also created a corporate culture that has catapulted them to the top of the industry; a performance that has not been matched by their major competitors. This paper will ultimately conclude that developing a sustainable competitive advantage through people is necessary for long term success and lists important criterion that managers should apply when developing their human resource strategy.Item Acquisition of major league sport teams: Red Bull’s motives behind the unprecedented move and why other corporations should be careful when doing the same(Bachelor of Commerce Best Business Research Papers, 2016) Bell, CarsonThe purpose of this paper is to examine the energy drink producer Red Bull and its motives behind major league sport team acquisition and management. In doing so, we discover that the business opportunity was largely successful for the energy drink producer, however, organizations must be cautious should they decide to follow suite. The energy drink corporation’s motives were found to be largely marketing and business diversification related. Arguments are also introduced positing that the corporation’s intentions also included those of an altruistic nature. Though the acquisition of teams was assed to be largely successful, it was determined that Red Bull did face prominent opposition from fans and consumers. Because of Red Bull’s existing history in extreme sport sponsorship, this opposition may have been less severe than if the company had not been associated with sport. With this in mind, companies seeking to acquire sport teams should conduct extensive research regarding how the public may react to the new ownership, and specifically which teams best reflect the company’s brand and values. Methods of the analysis include gathering research from various sport analysts, examining interviews with Red Bull co-founder Dietrich Mateschitz, and compiling empirical data on Red Bull’s various sport teams.Item Alibaba in Canada: A study of the world’s largest e-commerce company, and the implications for Canadian companies(Bachelor of Commerce Best Business Research Papers, 2015) Ross, GregoryE-Commerce in China is a booming industry, fueled by an ever-increasing middle class and a population that is highly tech-savvy. This e-commerce revolution is being led by the Alibaba Group, the biggest player in the industry. In this paper, I explore the Alibaba Group as a company, with an emphasis on its success as a result of an “ecosystem” of companies that make it an especially powerful competitor. I then make a CAGE Framework analysis of China and Canada, to understand the implications for Canadian companies of using Alibaba for sourcing products and connecting with Chinese consumers. I then add some commentary from a series of interviews I conducted with users of Alibaba (Canadian and Chinese). This both builds on and advances the points made by the CAGE Framework. This information can ultimately be used as a resource for managers of Canadian companies that are looking to use e-commerce and Alibaba specifically to connect with Chinese markets.Item An analysis of the growth and success of H&M(Bachelor of Commerce Best Business Research Papers, 2014) Youell, MichelleThis paper provides the historical as well as present overview of the clothing retailer, Hennes & Mauritz. The purpose of this research paper is to understand the global success of H&M, what strategies were used to help them become successful and how they have faced major global changes, such as the focus on sustainability. To understand the company’s success, I will analyze H&M’s business operations, including their marketing and sustainability strategies. I conclude the paper by discussing the results of my survey and recommendations for the company. After designing a survey that used a random sample of 17 exchange students at the University of Gothenburg, I was able to conclude several things. Firstly, that the majority of the applicants notice H&M’s marketing campaigns, and they are fairly effective in persuading the applicant to visit the stores. Secondly, they believe H&M does offer fair prices compared to the various other retailers in the market. Lastly, that H&M’s sustainability initiatives need to be better displayed to the public. The majority of those surveyed are unaware of the strategies that H&M undertakes to inspire its employees, help various communities, and better the environment. H&M’s marketing campaigns undertaken with various celebrities are extremely successful, and their sustainability initiatives are helping to better the planet. Nevertheless, much of the general public is unaware of their initiatives, which is why they should focus on combining a marketing and sustainability campaign in order to educate their customers. Overall, H&M is doing extremely well and will continue with their plans to expand worldwide.Item Analysis of the global mindset on Chinese brands: Implications and analysis of the global and Western mindsets on the positioning of Chinese premium brands in the international marketplace(Bachelor of Commerce Best Business Research Papers, 2017) Larsson, LukasChina has long been a global manufacturing powerhouse. Having endured a rapid industrialization process that included the boom in manufacturing consisting largely of low‐end products, China has undergone substantial changes and is now home to a large number of high‐end, premium brands and products. These products struggle to obtain the level of premium positioning in foreign markets that they possess within mainland China where they compete with global luxury brands. Unlike corporations such as Apple in China, the Chinese counterparts including Lenovo and Huawei often struggle globally. This paper examines the reasons and fallacies behind these issues through a variety of lenses, including consumer mindset, legal framework, national security, and governmental policy. In addition to the aforementioned corporations, the paper touches on the actions and positioning of state‐owned and privately held Chinese corporations, including foreign joint ventures such as those with BMW and the Chinese National Offshore Oil Corporation. The aging demographic and changing policies in China and the influence this exerts on the future developments and positioning of these Chinese corporations on the international stage is also touched on. Summarily, this paper closely analyzes these factors in assessing the barriers that face luxury or high‐end Chinese brands and products in an ever more globalized world.Item Analysis of the role of family business in the Czech Republic(Bachelor of Commerce Best Business Research Papers, 2020) Washington, AnnieThe purpose of this research paper is to analyze the phenomenon of family businesses in the Czech Republic, including the past and current situation, and the important effects that family businesses have on the local Czech economy, as well as the EU as a whole. The history of the Czech Republic is a complex one, and the nature of communist rule in the nation hindered the growth of many sectors, family entrepreneurship included. Since 1989, there has been significant growth in this sector, which has resulted in the business landscape of the present day, with all of its current complexities and limitations, some of which include challenges this inquiry seeks to provide solutions to. Therefore, this paper will move into discussing how other countries have implemented family business policies, and how these policies compare to those of the Czech Republic. Following, will be a policy analysis portion to assess if any of these policies would ameliorate the domain of family enterprise in the Czech Republic.Item Arming entrepreneurs: Effect of Singapore’s National Service on the entrepreneurial ability of young Singaporeans(Bachelor of Commerce Best Business Research Papers, 2019) Jackson, GraemeSince 1967, Singapore has enforced conscription, a two-year compulsory military service that all Singaporean males must participate in. This long-standing practice, referred to as National Service (NS), has deep roots in the creation of Singapore’s unique identity. National Service has near unanimous support from Singaporeans, who believe NS is crucial to Singapore’s survival. The need for NS is connected to Singapore’s desirable geographical placement on the junction of major shipping routes which drives economic success. In this aggressive, innovation driven economy, Singapore has continued to provide entrepreneurs with an abundance of opportunities. This report explores the effect of Singapore’s National Service on the entrepreneurial activity of young Singaporeans. One would expect that as a result of the two years spent in NS, young Singaporean males are hindered in their ability to transition into such career, losing a time dependent advantage. Despite this challenge posed by the NS, Singapore maintains a strong climate for the development of entrepreneurs. Although it seems unlikely, research indicates NS does not compromise the entrepreneurial ability of Singaporean youth, but in actuality, it enables their ability. The participation in NS provides Singaporeans’ training which develops important values and life experience. Additionally, participation provides many support systems to financially aid members of NS. The educational experience of NS maintains integral in Singapore’s society, and its prominence continues to provide young Singaporeans skills transferable to the entrepreneurial practice.Item Austrian Airlines: An analytical examination using Porter’s Diamond(Bachelor of Commerce Best Business Research Papers, 2010) Forman, BrettAustrian Airlines’ long history of operating as an Austrian owned company has finally come to an end after their poor performance in 2008. This paper analyses the means by which Austrian Airlines has been able to compete globally for so many years in the competitive airlines industry and proposes reasons for their past success. The four components of Michael Porter’s Diamond of National Advantage were used to analyze the company, in combination, with two other variables that have an effect on all four of the components, the government and chance. The main four components of Porter’s framework include firm strategy, structure, and rivalry; demand conditions; related and supporting industries; and factor conditions which together work as a framework to determine the factors that allow Austrian Airlines to have a national comparative advantage. The information used in the paper was gathered from the company’s annual report, various online sources that are not affiliated with Austrian Airlines, Michael Porters book “The Competitive Advantage of Nations” and primary data from a customer satisfaction survey. From this analysis, it is evident that Austrian Airlines derives its ability to compete from many different sources such as the country’s geographical location and the supporting industries located around their main airport hub in Vienna. It will become more apparent in the coming year, when more information is published, as to why the company’s performance in 2009 was so poor which forced the privatization of the company.Item Bachelor of Commerce Best Business Research Papers, Volume 1 (September 2008)(University of Victoria Libraries ePublishing Services, 2008)Full issueItem Bachelor of Commerce Best Business Research Papers, Volume 2 (September 2009)(Bachelor of Commerce Best Business Research Papers, 2009)Complete issue for Volume 2, September 2009Item Bachelor of Commerce Best Business Research Papers, Volume 3 (September 2010)(Bachelor of Commerce Best Business Research Papers, 2010)Complete issue for Volume 3, September 2010Item Bachelor of Commerce Best Business Research Papers: Vol. 10 (2017)(Bachelor of Commerce Best Business Research Papers, 2017)Item Bachelor of Commerce Best Business Research Papers: Vol. 11 (2018)(Bachelor of Commerce Best Business Research Papers, 2018)Item Bachelor of Commerce Best Business Research Papers: Vol. 12 (2019)(Bachelor of Commerce Best Business Research Papers, 2019)Item Bachelor of Commerce Best Business Research Papers: Vol. 13 (2020)(Bachelor of Commerce Best Business Research Papers, 2020)Item Bachelor of Commerce Best Business Research Papers: Vol. 4 (2011)(Bachelor of Commerce Best Business Research Papers, 2011)Item Bachelor of Commerce Best Business Research Papers: Vol. 5 (2012)(Bachelor of Commerce Best Business Research Papers, 2012)