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Master Thesis

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on 12 September 2014

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Transcript of Master Thesis

Theoretical Background
SMEs Specifications
-- Business ethics
- Integration of Business ethics
Drawback and barriers
Multicultural aspects --> Business ethics
What could be done to improve?
Conclusion and future studies
An integrity approach to business can yield strengthened competitiveness

To pay in ethical activities could effectively lower risk and reduce opportunity cost

good knowledge about targeted countries or markets business culture could help SME to conduct business expansion in an effective, efficient and sustainable manner.
Thank you for your attention, if you have any question please go ahead :)
SME Business Ethics
Case company: Aquafadas
Business activity:
Digital Publishing solution provider
A French SME
Young and Innovative
International Expansion

For Aquafadas:
Aquafadas Business Model
Value proposition

- Attraction
- Distribution
Value Architecture:
- Fixed assets
- Human resource
- Network
Financial Equation:
- Revenue
- Cost structure
Develop and maintain Partnership worldwide
Customer relationship
Business expansion strategies and implementation
SMEs and internationalization
Innovative and 'born global's
Business ethics impact
Multi business culture
SMEs Sustainability
For my research:
Risk taking
SMEs in world economy
99% of EU companies and provide 67% of total employment and 60% of the EU’s GDP

SMEs account for over 97 percent of all enterprises and employ over half of the workforce across APEC economies

SMEs have generated 60 to 80 percent of net new jobs annually over the last decade.
SMEs' Internationalization
-- Innovative sector
International Strategy
World trade liberalization
Saturated or limited domestic market
Market expansion
Gain profit
Drive innovation

Risk and barriers
Expansion capacity: both financial and management
Intellectual property risk
Policy and regulation barriers
Business Cultural difference

Drive innovation is an important motivation
Entry mode:
-->Direct exporting
Present by: Jia ZHANG
Mentor: Gilles Séré de Lanauze
Company Tutor: Levana Tordjman
Date : 12th of September 2014
Incorporate ethics into strategy for SMEs during international expansion:
Developing sustainable business model for SMEs in innovative technology sector.

Born Global
High tech sector
Customer from different countries
High Growth
International partners
Competitive advantage
High demand
Theoretical Background
Ethical challenges
Bribery, gifting
Knowing selling defective goods
Hiding information
Fake invoice
Unequal market strategies
Pricing for different markets
Employee's desire
Customer communication
Product delivery
Ethical Values in SMEs
-- Innovative sector
Limited source
Management structure
financial capacity
Project driven
Short-term goal oriented
Invest in short-term return
Increasing awareness
pay attention to all stakeholders
Business Ethics
Competitive Advantage
Fair rule
Long term
commitment: budget, timing, quality, service

Shift of technology + Customer needs
--> go international

Sustainability + Along with profitability
-->Implement a value creating strategy

while no competitors + ethics
--> Competitive advantage
Access to new markets
Increase employee loyalty, lower staff turnover
Attraction of top talent
Reputation and credibility
Drive innovation
Access to capital
Customer attraction
Time and Money
Reduce the freedom to pursuit profit
Internal and external communication
Organization culture
Business expansion brings unbalance for stakeholders
Culture role
Cultural awareness impact for Business ethics
Case study - China vs France
Hofstede: China vs France
The impact on business
Network & Group
Guanxi - relationship
Business deals taking time

task oriented
relatively more deal focused

-- Individualism dimension
The impact on business
Risk driven
Entrepreneur spirit
Comfortable with ambiguity

Don't like surprises
Willing to have a stable job
Structure and planning

-- Uncertainty avoidance dimension
Aquafadas vs Chinese Partner
Mr.Jing Li left big group to set up own company
"Yes" =/= I agree
Business tasks can be accomplished by feeling

Cautious with each steps
Need confirmation with all tasks
All in paper
Eg. Press release

Customers: Product and service
Employees: Open, honest, fair and respect
Investors: Competitive return
Suppliers: Stability
Competitors: Healthy competition
Communities: Involve
Public Authorities: Responsible business

But of course, there is always priorities!
Benchmarking Large and small companies
Multi-cultural education
Master Thesis 2nd Year -- IAE Montpellier
Business ethics
culture and Value
Knowledge, culture, ethics
Moral, value, moral judgements
The discipline dealing with what is good and bad or right and wrong or with moral duty and obligation
Important issues
Step 1: Selecting the benchmarking firms in the similar sector

Step 2: Benchmarking with SWOT into specific firm activities

Steps 3: Benchmarking with competitors’ international partnership
Not only for Mangers but for over all organization:

To improve communication
To Drive innovation
To improve before and after sales
Thus to improve customer or partner's satisfaction


Recruit expatriates
Regular cultural presentation or meetings
Internal newsletters
Events or parties
Films and music etc.

Develop and implement an ethic policy
1. To identify and define core values of the business
Business values: Customer service, Quality, Innovation, Reliability, Efficiency, Value for money,
Ethical Values are: Integrity, Honesty, Openness, Respect, Fairness, Responsibility
Owner and manger's influence
Consult employees
2. To draw up a code of ethics
To translate the value into expected behaviors
3. Embedding the Code
Educate the code
Managers behaviors
HR could play the role of "ethical champion"
Future research
The cost control and ROI in ethical business behavior for SME internationalization.

Ethical investment should be affordable and profitable
How to control the cost while SMEs investing in ethical activities.
How to analyze and calculate the return when conduct business in an ethical way
Why and how for SMEs to improve and gain a stable structure during expansion.
In what depth should a SME adapt other business culture to lower risk and sustain the
implementation in other countries?
Case company and internship objectives
Theoretical background:
SMEs internationalization and ethics
Impact of integrating business ethics during expansion for innovative SMEs
What and how to improve to achieve sustainable competitive advantage with the integration of business ethics
Conclusion and future research
- Integration of Business ethics
The Uppsala Model (U-Model)
--> enter gradually
Full transcript