BUSINESS ENVIRONMENT: COURSEWORK WRITTEN ASSIGNMENT
BUSINESS REPORT
Student ID: Type Student ID here
Word count: Type word count here
Assignment deadline: Tuesday 12th April 2022 at 14:00
Assignment: 011
Module: MOD003353
Module Leader: Josh Jimenez
Semester/Trimester: 2
Academic year: 2021/2022
0
, Table of contents
1.1. Executive Summary.............................................................................................................. 4
1.2. Assess the impact of innovation on modern business organizations.....................................5
Importance of innovation in business organizations.................................................................5
Outline how innovations can contribute organizational competitive advantage........................6
Strategic aspects of innovation.................................................................................................7
Constraints of innovation in organizations................................................................................8
1.3. Research, analysis, and application of innovation to Burberry Plc........................................8
Background of the company.....................................................................................................8
Types of innovative strategies taken by the chosen organization.............................................9
Outlining innovative activities that contribute to the company’s competitive advantage and
success.................................................................................................................................. 11
1.4. Assess the impact of business ethics and corporate social responsibility (CSR) on modern
business organizations.............................................................................................................. 12
The role of business ethics in modern organization................................................................12
Benefits in ethical business practices.....................................................................................13
The role of corporate social responsibility in modern business organization..........................13
The benefits of corporate social responsibilities in business..................................................14
Organizational aspects of business ethics/CSR:....................................................................15
Discuss the issues concerned with ethics and how they affect different business activities and
functions................................................................................................................................. 15
Different areas of activity ethics and the mechanism for ethical business to be socially
responsible............................................................................................................................. 15
1.5. Research, analysis, and application of business ethics and corporate social responsibility 16
Carroll’s pyramid of corporate social responsibility.................................................................17
1.6. Recommendations.............................................................................................................. 18
1.7. References......................................................................................................................... 20
Abalkhail, T.S., 2019. Entry and expansion strategies for Burberry in Oman by applying Porter's
Five Forces model. Indian Journal of Marketing, 49(1), pp.25-35..............................................20
Alexandra, Z. and Elena, C.A., 2019. The Importance of Integrating Digital Marketing within the
Sales Strategy of Luxury Brands. Risk in Contemporary Economy, pp.119-127........................20
Antoniadis, I., Xanthakou, S. and Assimakopoulos, C., 2019. Consumers’ Perceptions and
Usage of Social Media in Fashion Marketing. Retrieved October, 10, p.2020............................20
1
, burberryplc.com, 2022. About Us. Available at:
https://www.burberryplc.com/content/dam/burberry/corporate/oar/2021/pdf/Burberry_2020-
21_ESG.pdf [Accessed on 15th March, 2022]...........................................................................21
burberryplc.com, 2022. Annual reports. Available at:
https://www.burberryplc.com/en/investors/results-reports.html [Accessed on 15th March, 2022]
................................................................................................................................................... 21
Ceil, C., 2018. Burberry Case Study about Consumer Behavior. Available at SSRN 3520418.. 21
Chadha, K. and Ahuja, Y., 2020. Luxury fashion brands embracing the digital: An exploratory
study to unfold the success strategy. MANTHAN: Journal of Commerce and Management, 7(1),
pp.60-75..................................................................................................................................... 21
Chen, X., Cheng, S., Shu, R. and Yang, Y., 2021, September. Digital Marketing Transition for
Luxury Industry Under the New Coronavirus Epidemic-The Case of Burberry. In 2021
International Conference on Financial Management and Economic Transition (FMET 2021) (pp.
248-254). Atlantis Press............................................................................................................. 21
Huang, O. and Kim, J., 2020, December. Transformative Potentials of Drop Marketing and Drop
Retail Strategies in the Fashion Industry. In International Textile and Apparel Association
Annual Conference Proceedings (Vol. 77, No. 1). Iowa State University Digital Press..............21
Li, Y., 2021, December. Consumer Behavior and Marketing Strategy of Apparel Luxury Goods
on Chinese E-commerce Platform. In 2021 3rd International Conference on Economic
Management and Cultural Industry (ICEMCI 2021) (pp. 18-24). Atlantis Press.........................21
Malerba, F. and McKelvey, M., 2020. Knowledge-intensive innovative entrepreneurship
integrating Schumpeter, evolutionary economics, and innovation systems. Small Business
Economics, 54(2), pp.503-522...................................................................................................22
Morrison, J., 2020. The Global business environment: towards sustainability?. Red Globe Press.
................................................................................................................................................... 22
Nagaraj, S., 2020. Customer Engagement by Fashion Brands: An Effective Marketing Strategy.
In Circular Economy and Re-Commerce in the Fashion Industry (pp. 161-175). IGI Global......22
Needle, D. and Burns, J., (2019) Business in context................................................................22
Olteanu, L., 2020. Rebranding strategies and their boomerang effect—The curious case of
Burberry. The Journal of World Intellectual Property, 23(5-6), pp.777-797................................22
Park, J. and Rhee, Y.J., 2021. Analysis of digital marketing strategies of luxury fashion
brands. Journal of the Korea Fashion and Costume Design Association, 23(1), pp.87-102.......22
statista.com, 2022. Burberry's worldwide revenue, 2021 | Statista. [online] Statista. Available at:
<https://www.statista.com/statistics/263885/burberrys-worldwide-revenue/> [Accessed 16 March
2022].......................................................................................................................................... 22
Talonen, A., Jussila, I., Tuominen, P. and Ruuskanen, O.P., 2021. Refining the economic
dimension of carroll's CSR pyramid by taking organization form into account. Electronic Journal
of Business Ethics and Organization Studies, 26(1)..................................................................22
Vinerean, S., 2019. Social media marketing efforts of luxury brands on Instagram....................22
2
BUSINESS REPORT
Student ID: Type Student ID here
Word count: Type word count here
Assignment deadline: Tuesday 12th April 2022 at 14:00
Assignment: 011
Module: MOD003353
Module Leader: Josh Jimenez
Semester/Trimester: 2
Academic year: 2021/2022
0
, Table of contents
1.1. Executive Summary.............................................................................................................. 4
1.2. Assess the impact of innovation on modern business organizations.....................................5
Importance of innovation in business organizations.................................................................5
Outline how innovations can contribute organizational competitive advantage........................6
Strategic aspects of innovation.................................................................................................7
Constraints of innovation in organizations................................................................................8
1.3. Research, analysis, and application of innovation to Burberry Plc........................................8
Background of the company.....................................................................................................8
Types of innovative strategies taken by the chosen organization.............................................9
Outlining innovative activities that contribute to the company’s competitive advantage and
success.................................................................................................................................. 11
1.4. Assess the impact of business ethics and corporate social responsibility (CSR) on modern
business organizations.............................................................................................................. 12
The role of business ethics in modern organization................................................................12
Benefits in ethical business practices.....................................................................................13
The role of corporate social responsibility in modern business organization..........................13
The benefits of corporate social responsibilities in business..................................................14
Organizational aspects of business ethics/CSR:....................................................................15
Discuss the issues concerned with ethics and how they affect different business activities and
functions................................................................................................................................. 15
Different areas of activity ethics and the mechanism for ethical business to be socially
responsible............................................................................................................................. 15
1.5. Research, analysis, and application of business ethics and corporate social responsibility 16
Carroll’s pyramid of corporate social responsibility.................................................................17
1.6. Recommendations.............................................................................................................. 18
1.7. References......................................................................................................................... 20
Abalkhail, T.S., 2019. Entry and expansion strategies for Burberry in Oman by applying Porter's
Five Forces model. Indian Journal of Marketing, 49(1), pp.25-35..............................................20
Alexandra, Z. and Elena, C.A., 2019. The Importance of Integrating Digital Marketing within the
Sales Strategy of Luxury Brands. Risk in Contemporary Economy, pp.119-127........................20
Antoniadis, I., Xanthakou, S. and Assimakopoulos, C., 2019. Consumers’ Perceptions and
Usage of Social Media in Fashion Marketing. Retrieved October, 10, p.2020............................20
1
, burberryplc.com, 2022. About Us. Available at:
https://www.burberryplc.com/content/dam/burberry/corporate/oar/2021/pdf/Burberry_2020-
21_ESG.pdf [Accessed on 15th March, 2022]...........................................................................21
burberryplc.com, 2022. Annual reports. Available at:
https://www.burberryplc.com/en/investors/results-reports.html [Accessed on 15th March, 2022]
................................................................................................................................................... 21
Ceil, C., 2018. Burberry Case Study about Consumer Behavior. Available at SSRN 3520418.. 21
Chadha, K. and Ahuja, Y., 2020. Luxury fashion brands embracing the digital: An exploratory
study to unfold the success strategy. MANTHAN: Journal of Commerce and Management, 7(1),
pp.60-75..................................................................................................................................... 21
Chen, X., Cheng, S., Shu, R. and Yang, Y., 2021, September. Digital Marketing Transition for
Luxury Industry Under the New Coronavirus Epidemic-The Case of Burberry. In 2021
International Conference on Financial Management and Economic Transition (FMET 2021) (pp.
248-254). Atlantis Press............................................................................................................. 21
Huang, O. and Kim, J., 2020, December. Transformative Potentials of Drop Marketing and Drop
Retail Strategies in the Fashion Industry. In International Textile and Apparel Association
Annual Conference Proceedings (Vol. 77, No. 1). Iowa State University Digital Press..............21
Li, Y., 2021, December. Consumer Behavior and Marketing Strategy of Apparel Luxury Goods
on Chinese E-commerce Platform. In 2021 3rd International Conference on Economic
Management and Cultural Industry (ICEMCI 2021) (pp. 18-24). Atlantis Press.........................21
Malerba, F. and McKelvey, M., 2020. Knowledge-intensive innovative entrepreneurship
integrating Schumpeter, evolutionary economics, and innovation systems. Small Business
Economics, 54(2), pp.503-522...................................................................................................22
Morrison, J., 2020. The Global business environment: towards sustainability?. Red Globe Press.
................................................................................................................................................... 22
Nagaraj, S., 2020. Customer Engagement by Fashion Brands: An Effective Marketing Strategy.
In Circular Economy and Re-Commerce in the Fashion Industry (pp. 161-175). IGI Global......22
Needle, D. and Burns, J., (2019) Business in context................................................................22
Olteanu, L., 2020. Rebranding strategies and their boomerang effect—The curious case of
Burberry. The Journal of World Intellectual Property, 23(5-6), pp.777-797................................22
Park, J. and Rhee, Y.J., 2021. Analysis of digital marketing strategies of luxury fashion
brands. Journal of the Korea Fashion and Costume Design Association, 23(1), pp.87-102.......22
statista.com, 2022. Burberry's worldwide revenue, 2021 | Statista. [online] Statista. Available at:
<https://www.statista.com/statistics/263885/burberrys-worldwide-revenue/> [Accessed 16 March
2022].......................................................................................................................................... 22
Talonen, A., Jussila, I., Tuominen, P. and Ruuskanen, O.P., 2021. Refining the economic
dimension of carroll's CSR pyramid by taking organization form into account. Electronic Journal
of Business Ethics and Organization Studies, 26(1)..................................................................22
Vinerean, S., 2019. Social media marketing efforts of luxury brands on Instagram....................22
2
