 The body will address each concept, but mostly just one concept at a time.

 keep making links to your company as well as your insights about the concepts

(i.e. innovation, or strategy) while also linking your answer to normal insights

from the course (i.e. Ansoff's matrix).

 look at things from both sides

o These concepts have been HELPFUL and also UNHELPFUL to the business.

o This company has been PROACTIVE and also REACTIVE in their approach

to these concepts.

o This company has BENEFITTED, but also they’ve SUFFERED as a result of

these concepts.

Intro - 1 Paragraph

 Tell us the name of the company and a couple of things about it. What is their

scale? What is their industry?

 Define all the key terms in the question --including the concepts.

 should include a hypothesis -- Something like, “Company X has generally relied

on innovation to improve their competitiveness in an increasingly globalised

market.” Make sure your hypothesis is actually an answer to the question

because it’s going to be the focus of your essay.

The Body (20 minutes)

The Concept - Positive and Negative - 2 paragraphs

 You’ve already explained the concept, but now do in more depth

o linking it to some examples at the company

 Tell the story of the company a little bit

 Use at least 3 course-keywords

 explain at least one effect on a stakeholder

 approach here is: CT + CL + CT + SW

o CL = Case link. Give a fact about your chosen company and the first

concept.

o CT = Course theory. Use a keyword or idea from the course to develop

your insight.

o CT = Course theory. Use another keyword or idea from the course to

develop your insight further.

 explain how the company has really embraced the concept

o show how have they benefited from it

o And then show how they could have gone further

o use some related course theories to explain this

o keywords from the course

 don’t just drop them in, but use them to go deeper

The Conclusion (10 minutes)

Stakeholders and Conclusion - 2 paragraphs

 explain some conflicts between stakeholder interests and some ways that the

stakeholders have priorities in common.

o Make sure each of the stakeholder interests is completely clear, so the

reader understands the exact reasons for the conflict.

 Pull it all together in terms of the concept

 What is the end result for the company?

 Are they doing well or not and how is their success or failure related to the

concept?

 underline all of the course key terms you used during the essay