1. Why has Carlsberg A/S decided to enter emerging markets such as Russia and China in the early 2000s? What are the opportunities and threats in these two emerging markets compared with the Western European markets? (33%)

2. What key resources and capabilities has Carlsberg got to enable it to gain a competitive advantage globally as well as in emerging markets? How have these key resources and capabilities developed to make the advantage sustainable? (33%)

3. Looking forward, how could Carlsberg successfully continue to capitalize on its growing engagement in emerging markets? Critically discuss what unconventional approaches would you suggest Carlsberg to do to succeed in the emerging markets? (You may use multiple theories and tools learned in the course to discuss this.) (33%)