1 Why should companies attempt to inhabit a world of great creative business opportunity?

This case does not focus on the technical aspects of international business theory, but rather focuses on up-to-date initiatives, innovation and practical perspectives.

Thus, the main focus is on the examination of the changes in the global business and their effects on the development of competitive advantage within an independent communications business originally based within the UK.

The business has developed rapidly in recent years as it attempts to serve its increasingly global customer base. The company originated in London but now has operations spanning the globe in Australia, the United States, Asia-Pacific, Germany and more. A management team of nine key directors runs the business and the company is built on long-term global partnerships across the globe, including one of their most prestigious being Ford Motor Company, with one executive being given the responsibility to manage the global relationship with the business over the long term. The Human Resources department has also grown to reflect the increasing complexities of the business and nurture an expanding group of creative innovators both internally and externally to the business.