Global Business and Sustainability

This assignment delves into the complex world of global business strategy. It examines various aspects including international business environment, manufacturing strategy, green backlash, and corporate environmental management. The focus is on understanding how businesses navigate a global landscape while addressing ethical concerns and sustainability challenges. Students are tasked with analyzing these concepts through the lens of contemporary examples and theoretical frameworks.

Global Business
Environment

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Understanding key factors that drive globalisation...........................................................3
TASK 2............................................................................................................................................5
P2.Determination of various key strategic challenges associated with operating in a global
environment............................................................................................................................5
TASK 3............................................................................................................................................6
P3. How operating in global market influences organisation's structure, culture and functions.
................................................................................................................................................6
P4 Influences of ethical and sustainable globalisation or various organisational functions.10
TASK 4..........................................................................................................................................12
P5. Different ways in which decision making can apply in global contexts........................12
P6. Various routes to internationalization along with their barriers as well........................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Global business environment refers to internal and external environment in different
sovereign countries with factors outside home country or organization. It influences decision
making for allocation of resources and capabilities.(Hamilton and Webster, 2018). Organisation
can't exist in vacuum so it should consider external environment factors. This report has been
prepared considering globalisation in context with CAMECO. It is world's second largest public
company trading in uranium based in Saskatoon, Saskatchewan. This report throws light on
factors such as cost, market, environment and competition that helps in global commerce and
trade. It also shows factors influencing global market operations. Also, strategic challenges faced
in global environment by business concern. This report also explains influences of ethical and
sustainable globalisation on different organisational functions. Lastly, this report also explains
barriers which further leaves impact on business concern at global level and different ways of
decision-making which can be applied in global context.
TASK 1
P1.Understanding key factors that drive globalisation.
Various factors that drive globalisation comprises of technological
advancement,international trade and international investment. (Laudon and Traver, 2016) The
concept of globalisation affects a part of business or overall functionality which includes almost
all sectors which may be cultural, political, social or economic dimensions. In context of
CAMECO, their are many driving forces such as cost, market, environment, technological
advancements, etc. which affects globalisation. Various key factors that drive globalisation are
discussed below:-
Cost driver- This driver is considered very important factor for overall functioning of
business concern. Also, helps in expansion of business at global level. In present context
managers of CAMECO, wishes to expand its business at global level so, huge capital or money
investment is required. When there is no availability of capital at required time this factor can
hamper productivity of CAMECO. Their are certain benefits associated with this factor that is
will help managers of CAMECO, to increase productivity as well as profitability. Also, cost
factor helps CAMECO to build a good image and reputation at global marketplace.

Market driver- Market is a place buyers and sellers meet to exchange products and
services for a certain price. For expansion of business either at national or global level stable
market is very important. Market is a very important factor for managers of CAMECO as, it
helps in identifying needs and wants of customers. If CAMECO wants to expand its business
operations at global level than proper market research should be conducted. As, this will help in
maximising customer satisfaction and achieving economies of scale.
Environment driver- Environment can be defined as sum total of surroundings of
human and non-human beings which provide conditions for development and growth. Certain
factors including political, social, legal, and technological must be considered and assessed
while expansion of business operations at global level. A combination of all these factors is quite
essential for developing or maintaining an understandability of different laws or rules that are
present in different nations. As, this further helps CAMECO in formulation of strategies which
helps in expansion of business. Mangers of CAMECO should adhere to environmental standards
of different countries as it is a chemical based industry. Also, this will help in ethical and
sustainable globalisation.
Competition- Competition is very important factor which needs to be analysed by each
business concern so as to take advantage of expansion and globalisation. In present context,
CAMECO has competitive advantage in mining sector. Lets take an example of Forum Uranium
Corporation which uses AI for business. So,CAMECO dealing in heavy equipment and
engineering can also use artificial intelligence to increase competitive advantage and expand
business at global level. If any accident occurs in CAMECO, employees are provided all
safeguards and support family by providing insurance.
Political driver- These drivers are related to intervention of local and national in
business and economic environment. CAMECO has been benefited with lower taxation policies
which helps in high profits and more investment in R&D. Also, company should adhere to
government policies.
Economic driver-Government has increased investment in developing core
infrastructure to facilitate and improve business environment. To expand the business CAMECO
can access vibrant financial markets and easy availability of liquidity in equity market.

Social and cultural driver- These factors helps companies to understand customer
preferences in mining sector. Customers are giving high preferences to experiential products so
CAMECO can leverage this by producing those products which will enhance customer
experience. Also, managers of CAMECO should understand the societal norms and attitudes to
serve customers. In context of CAMECO, they hire some specialist or expertise who helps them
to deal in critical situations.
Technological driver- Technological advancements is helping supply chain of
CAMECO to provide greater access to information top not only partners of supply chain but
also to wide players of market. Also, managers of CAMECO can use latest technology based on
innovations which are implemented by its competitors.
TASK 2
P2.Determination of various key strategic challenges associated with operating in a global
environment.
Operating business at global level is a very important aspect for any organization. Also it
brings various benefits to an organization such as to increased revenue from new and existing
customers to attract more talented and highly skilled persons and so on. On the other hand, there
is an disadvantage such as cultural differences can create a problem, financial risk and so on. In
context of CAMECO Co., they faced strategic challenges at a time of operating a business
globally. The challenges which are faced by a company are promotional techniques, adopting
new culture and so on. It also affects their growth and productivity. There are various
challenges that have been faced by CAMECO Company which are discussed as below:
Monopoly Situations: This situation is applicable when there is a single seller at a market
place. In monopoly situation, they block entry of competing firms by following their copyrights
laws and regulation. (Boshyk, 2016). In context of CAMECO, when they expand their business
at global level they should consider all the environmental factors, rules and regulations as, it
helps company to create a monopoly situation at marketplace.
Laws and Regulations : Different countries has their different laws so, when a company
operate their business at global they should study laws and regulation of that country in which
they are expanding. In context of CAMECO Company, If they do not follow legal rules or
cannot protect their own business by legal issues then it become serious issues for their business.

Along with this, it may create problems for a company when it is looking forward to sustain at
marketplace for a longer period of time.
Political Risk: In this factor, government bring some changes in policies, regulations and
interest rate which directly affects business growth. In context of CAMECO Company, when
they operate business at global level then it might face political risk. For an instance, any change
in economic policies like fiscal policies, export-import policies and so on. If occurs, then it may
leave a negative impact on CAMECO company.
Communication and Cultural Differences: Communication is a process through which
an information is exchange or shared from one person to another. It helps a company to make an
effective alignment with others and also helps in decision making. Also it create a problem when
an organization expand their business at globally as, different countries have their own culture .
In context of CAMECO, they should study about different culture as it helps them to understand
behavior of customers and also to make an effective relations with their colleagues, other
companies and customers.
Strategic challenges refers to pressure of the market which affects decision making of the
company that also influences business success. Some of main strategic challenge that could be
faced by CAMECO are changes in customers needs and requirements, technological changes,
financial challenges etc. all of them are described as below:
 Changes in customers needs: It can be said that if needs and wants of customers changes
then it directly becomes challenge for the CAMECO's management as they have modify
their services according to the requirement of customers.
 Technological changes: if any changes takes place in the nation where CAMECO is
globalization their business then it will become difficult for them manage with the
available technology.
TASK 3
P3. How operating in global market influences organisation's structure, culture and functions.
Corporate governance is a system which includes numerous number of rules, policies,
regulations and acts. With the help of these rules and regulations, management team of the

company can direct their staff and control their day-to-day operational activities. An effective or
good governance can help a company in successful achievement of their goals and objective.
Structure: In CAMECO matrix structure is followed by the management team of
organisation. This structure will help the company in transferring information in a horizontal way
(Wood, 2015). Along with this company can utilize their limited resources in an effective
manner. Organisational structure can be affected by globalisation, when a company wants to
internationalize their business and started selling their products in new market. In this situation it
is needed to expand knowledge area of employees. Company can deal with their clients or
customers in innovative way by hiring new talent in organisation.
Culture: Soft culture is followed by CAMECO which focuses on all the tangible or
intangible objectives of the company. Culture of an organisation is affected by globalisation,
when they start hiring new talent in their company from different background culture.
Leadership: In CAMECO, leaders of the company apply participative type of leadership
style. With the help of this leadership style, leaders start developing sense of support and
cooperation among their employees. Leaders of the company using this style as an innovative
tool, which help them to create unique opinions and views to increase the productivity of
company (Waddell, 2017). Due to globalisation, it can be said that CAMECO needs to change its
leadership style from autocratic to transformational leadership. This change is required because
of cultural differences and a company like CAMECO cannot run its business with same approach
in two different geographical areas.
Functions: Main function of the company is to generate chemical based products. These
products work as a raw material for different companies and aid them to manufacture their
finished goods. CAMECO is a company who produces chemical products, these products used
by other industries to manufacture their finished product. Because of globalization, CAMECO
analyse different market area across the world and them modify its products according to the
requirement of various countries.
Governance: Effective governance help an organisation in achieving their long term
goals along with maintaining stability of organisation at marketplace. In context of CAMECO
company, for successful achievement of organizational goals top management team of
organization develop effective decisions and policies. Due to globalization, it is said that for

providing uniformity in business operations, CAMECO is required to follow laws and legislation
of different countries.
Application of McKinsey’s 7S Model on organization structure in CAMECO
Most of the companies uses McKinsey’s model for proper evaluation of internal
strategies. This model acts as a tool which help the managers in analysing their business
effectively along with this they also watch if any changes takes place within the organisation.
This model is defined in seven ways which are categorised into two elements such as hard
element and soft element (Miller and Jentz, 2017). In context of CAMECO Co., they preferred
this model for improving performance of their company. The elements of this model are
described as below:
Hard elements: This element includes various organisational strategies, statements,
reporting and charts. Management team of the company easily define hard elements and these
factors have direct influence. In reference to CAMECO there are some hard elements in the
company which are clearly discussed below: Structure: In context with CAMECO company, they implement an organizational
structure which includes various types of departments. Departments can be accounts,
networking and many more. CAMECO adopted divisional structure, where each
organization has there own functions which is performed, managed and organized by
each of them. In the present company all the powers and authorities related to decision
making and controlling activity is centralized. Strategy (Governance): CAMECO managers and leaders have adopted various types of
strategies in their organization. Company uses CSR and accountability activity which is
responsible for their fast growth in the competitive marketplace. Once a company get to
know about its internal or external stakeholders they start making governance structure
which provide accountability plans to their shareholders. With the help of this strategies,
company can develop their business activities in effective way. Along with this it will aid
in expanding business all over the world to gain competitive advantages.
 Systems: This element include all those operational functions of a company where
employees are involve to get their work done (Cavusgil and Knight, 2015). In reference
to CAMECO company, managers adopt a working style where important projects are
done on priority base.

Soft elements (Culture): Soft element is quite difficult to analyse and is more influenced
by the culture of organisation. This element mainly includes values and styles. In reference to
CAMECO, some elements are describe below: Skills: In CAMECO, managers are recruiting candidates on the basis of their capabilities
and skills which will further aid them in their specific functions in organization. Staff: CAMECO company is required to recruit 20,200 candidates in their operating
countries. For this company is using online recruiting portals and interview methods.
Managers of CAMECO recruit employees as per vacancies. It aid them in timely
accomplishment of assigned activities.(Taneja Sewell and Odom, 2015). Style: Managers of CAMECO consider democratic leadership style, which help them to
provide equal rights to each and every employees. This will also aid them in choosing
activities according to their preferences and skills (Kasemsap, 2018). According to their
capabilities leaders of CAMECO assign different roles and duties to their staff which will
help them to achieve sustainability at market. Shared values (Culture): In CAMECO, it is seen that employees along with managers
and leaders follow similar beliefs and values, which aid them to perform their business
activities in an ethical and moral way.
Hofstede's model
The Hofstede's Cultural Dimensions theory is developed by Geert Hofstede. It is a
framework which is used by various companies as a tool to understand the differences which
occurs due to different cultural background of employees. In context with CAMECO, it is
managers duty to ensure that all rules and regulations of company should be followed in an
effective way (Cumming and Zahra, 2016). As a result, this will aid organisation in increasing
the goodwill or brand image along with customer loyalty. There are various elements which
influence the culture of an organisation.
 Masculinity vs. Femininity: It is suggested to the management team of CAMECO to
adopt different policies and strategies by keeping in mind about female staff while
expanding its business at global level. Male employees of an organisation take decisions
in anger which act as a disadvantage for overall performance of the company. As a result
to eliminate these situations where conflict arises between the staff, managers decides to
involving female employees in decision making process.

 Power Distance Index: At global scale managers of CAMECO is require to provide
equal power and freedom to their staff. Company will use this as a strategy in order to
increase their overall performance of employees as well as organisation. Each worker
should assigned with the work according to employees basic skills and knowledge. If
employees get equal right to share their views, it will aid CAMECO to take decisions in
an effective manner.
 Individualism vs. Collectivism: This model says that each and every employee of
CAMECO should assign with the task according to their capabilities. CAMECO use
collectivism model as their strategy, as it will give freedom to express and share their
views and opinions collectively. This will also benefit company when they operate at
global level. This will increase the overall performance and output of the company. It will
happen only if managers will start giving freedom to speak and express and also help
them in decision making process. (Kirton and Trebilcock, 2017).
 Uncertainty avoidance index: Managers of CAMECO use this model when employees
of the company face any disputes or conflicts at the time of business expansion. This is a
strategic tool which is generally used by managers to analyse attitude and behaviour of
employees and its impact on decision making.
 Long Term Orientation vs. Short Term Orientation: In CAMECO, this model is used
to focus on achieving long term success, when they operate its business activities at
global level. Managers of the company generally focuses on long term achievements as
compared to short term success. So they make strategies which will aid them in achieving
their long term goals and decisions should be taken according to their future perspective.
 Indulgence vs. Restraint: When company decides to expand its business across the
world, managers need to provide degree of freedom to employees for effective fulfilment
of organisational goal. Managers of CAMECO use restraint element as a strategy as this
factor says that society control and regulate the operating activity of the company. As a
result this element will affect the overall decision making of CAMECO.
P4 Influences of ethical and sustainable globalisation or various organisational functions.
Ethical globalisation means integration of economies, cultures, and societies at global level in
ethical manner. In this global world ethics influence shareholders, customers, suppliers,

government and society (Lasserre, 2017). Ethical globalisation helps in long-term survival and
success of company.
Sustainable globalisation is systematic process of development, diversification, and expansion of
business across the globe which helps in growth, survival and profit maximisation. Sustainable
globalisation is a concept of transforming way of doing business at global level according to
accepted framework of sustainability. To have long term impact and stable position in
international market company should fulfil all the formalities in ethical way so, that no obstacle
arises for growth and survival (Saleem, 2015).
The concept of sustainable globalisation is principle oriented based on values of
service and collaboration. So,it lays emphasis on optimum utilisation of resources, proper
support for building human and financial capital at both domestic and international level.
Various organisational functions which get affected by ethical and sustainable globalisation are
described below:-
Human resource- The valuable asset for every organisation is human resources. No
business can accomplish its aims and objectives without human asset. Organisation should
comply with all legislations and regulations applicable in the country related to human resources.
In context of CAMECO, it has been noticed that managers have started adopting human
practices so that there is sustainable globalisation in economy. Also, company is giving
individual rights to its employees so that effectiveness of human resource can be maintained
while globalisation of business operations (Lewis, 2019).
Marketing- Marketing is very important function for company as it helps in identifying
customer needs and wants. So, that differentiated products or services can be produced for
different market segments. It is required for CAMECO to focus on producing its products at less
cost with best quality as it helps in increasing market share in global market. Here, managers of
CAMECO, needs to adopt ethical marketing strategies which will help in ethical and sustainable
globalisation. Also, their should be no price manipulation of products with customer's. Managers
of CAMECO should focus on producing those products which will help company in sustainable
and long term impact in market.
Finance- Finance is crux of business as without this things would not run smoothly and
effectively. This function involves acquisition and utilization of funds which will be important
for running efficient operations (Welford, 2016).In context to, CAMECO finance managers

should lay emphasis on collection and pool of funds in ethical way. Also, employees should be
treated equally and salaries to be given on time as this will help in raising standard of living and
their will be increase in commitment of workers and staff. As, it helps company in ethical and
sustainable globalisation.
Ethical and sustainable factors affecting decision-making in global context
Various ethical and sustainable factors affecting decision-making in global context consist of
personal moral philosophy, motivation, and other personal factors such as gender,age, and
experience. Moral philosophies are the principles that individuals apply in deciding what is right
or wrong. The culture of the organization, as well as superiors, peers, and subordinates, also have
a significant impact on the ethical decision-making process.
TASK 4
P5. Different ways in which decision making can apply in global contexts.
Decision making is a cognitive process which helps in selection of specific or effective
course of action from various alternatives. Along with this manager of CAMECO also focuses
on employee participation, performance system and interest of stakeholders while taking
decisions at international level (Taylor, Doherty and McGraw, 2015). To achieve sustainability
at marketplace proper decision-making should be made after market analysis. In CAMECO,
leaders can enforce decision making in global context by following ways:-
Command- Leaders of CAMECO take and implement decisions with consultation of
team members. The best way of decision-making is to do proper alignment of employee’s
activities with regard to global concerns as it reduces uncertainty of risk.
Collaborative- In this leaders take decisions by gathering team and take their views and
opinions. And final decision is taken by leader by giving importance to feedback given by team
members. As this will help in taking decisions effectively by seeking alternatives from all staff
members in this globalisation era. Leaders of CAMECO take decisions after taking views and
opinions of team members. Also, all opinions are taken into consideration by leaders while
decision making
Consensus-In this approach decisions are taken by leaders on basis of poll or voting.
Decision-making is done mutually by all members and put into action within CAMECO. It

means that decision is taken by accepting suggestions of people as it is best way to manage the
business processes and activities across international boundaries.
Convenience- In this way leaders delegate the decision-making power to its team
members so, as to increase their intellectual capabilities and boost their morale. This helps in
creating effective coordination so that decisions are taken with collaborative efforts. As, this will
help CAMECO to deal with global issues with different ideas from team members (Stacey,
2016).
P6. Various routes to internationalization along with their barriers as well.
Internationalization means to expand their business at a global level. It says that their
business is entered into a foreign market for operating their business activities. Globalization or
internationalization helps in improving their business activities which also enhance their growth
or productivity and also to develop an economy effectively. This concept says that different
businesses are interconnected or interlinked with many countries which helps their business to
became a globalized. In context of CAMECO Co., their main motive is to capture a large number
of market share and to attract a number of customer by providing a good and unique quality of
products and services at marketplace.
They used many practices at a time of expanding their business at a global level such as
joint ventures, licensing, export import and so on which are discussed as below:
Licensing: A license is an agreement which means to give an official permission for
doing something, to copy or to resell a commodities (Hill, 2017). It is a process which allow or
gives a permission for manufacturing a product from one company to another company after
payments for a specified payment. Their are some advantages of licensing such as easily entered
into a foreign market, provides various opportunities and so on. Whereas major disadvantage of
licensing such as large number of competition at marketplace, affects on their reputation, loss of
control and so on.
Franchising- It is a marketing concept which helps a business for expanding their
business at global level. Franchising means there is an agreement between two parties such as
franchiser and franchisee. When one party gives a right to another party for using their trade
name for producing a goods and services on a right time. Their are some benefits of franchising
which includes sources of funding becomes easier, easily entered into a foreign market place,

capturing a market share and so on. Whereas the major drawback of franchising are sometimes
cost may be higher, includes various restrictions and so on.
Joint venture: Joint venture is an official business agreement between two or more
parties for a specific or a common purpose. The both parties shared ownership, profit, risk and
governance. They make a new business in which owner contributes on certain assets and shares
benefit. They helps in enhancing business activities and growth or development of an economy.
The major drawback of joint venture which includes clash of cultures, not equal involvement and
so on (Cassidy, 2016).
They also faced various barriers at a time of expanding their business at global level
which are disused as below:
Barriers of internationalization:
Financial Barriers: when a company expand their business at global level then the major
issue were arise that is finance. Especially small and medium scale industries has suffered from
this problem because they required large number of financial resources for expanding their
business at global level.
Managerial barriers: It is also a very major barriers for internationalising a business. It
means when there is a lack of knowledge, skills or efficiency available in employees then this
barrier directly affects a business. It also creates a problems in business growth and expansion.
So, at a time of operating a business at global level to manage an employees effectively and to
provide guidance and knowledge for giving their best (Slack and Brandon-Jones, 2018).
Cultural barriers: Culture is also a very major factor which affects business for operating
their business at global level. Culture creates a major problem to a business because it is difficult
to understand or convey their messages to others. So, it is necessary for a business to understand
a market or culture before entering into a foreign market.
CONCLUSION
As per the above report, it has been concluded that business environment of a company
can help in successful achievement of pre defined objectives of organisation in a given time
period. It is required for every organisation to adopt various strategies and policies which will
help them to maintain comfortable working environment for employees. Effective organisation
structure, culture, norms and duties should be applied by managers within their organisation. As
a result, this will help them to achieve their goals and objectives along with high performance of

employees. This will aid them to maintain competitive position at domestic as well international
market.

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