This report provides a reflection on various case studies studied in the module. It discusses the importance of academic reflection and its impact on decision-making. The case studies include Isabelle's research dilemma, national cultures and management styles, consultancy research for a not-for-profit organization, international marketing management decisions of UK Ski tour operators, comparing UK and French perceptions and expectations of online supermarket shopping, patent grants and implications for business, and food miles, carbon footprints, and supply chains.