1. Workshop in International Commerce 2 Sunzi Bingfa and Michael Porter Fall 2012
Hwy-Chang Moon
Professor of International Business & Strategy
Graduate School of International Studies
Seoul National University
Office: 614 & 615
Class
Tue.: 2:30 - 5:30 pm (Bldg.140-1/Room102)
Office Hours
Mon. 4:00 - 5:30 pm or by appointment
Tue. 1:25 - 2:25 pm or by appointment
Assistant
Wenyan Yin

2. COURSE DESCRIPTION
Sun Tzu is the most reputable ancient military strategist. His work of The Art of War is the world’s foremost classic on military strategy, and is still a required textbook in major military schools. Although it is a military work, it is not strictly confined to military affairs, and has been widely applied to various fields of study, such as business management.
Michael Porter is widely recognized as the father of the modern strategy field, and his ideas are taught almost in every business school in the world. His work has had a great influence on our way of thinking about competitiveness, economic development, economically distressed urban communities, environmental policy, and the role of corporations in society.
This course will help students to understand The Art of War, Michael Porter and their strategies which will be compared and contrasted from various perspectives. Both theories and practices will be rigorously discussed to develop skills necessary for devising successful strategies in business and other areas.

3. COURSE MATERIALS GRADING [TOTAL 100%]
There is a readings-packet for the course. Students should read the materials before class, so that class meetings can be used for discussion rather than for lecture.
It is also recommended that students regularly read good business and economic publications such as WSJ, NYT, and Economist, and other articles.
GRADING [TOTAL 100%]
Professional Behavior: attitude, attendance, participation (25%)
Assignment: one page summary of readings for each class (25%)
Individual Project: written report (25%)
Final Exam (25%) 3

4. INDIVIDUAL PROJECT ASSIGNMENTS ATTENDANCE
Any topic which is related to the lecture and course materials will be fine for individual project (written report). Follow i-jibe.org guidelines for your paper format (Call for papers  Guidelines for Authors).
ASSIGNMENTS
All assignments must be done in the form of either Word or PowerPoint. No hand-written material will be accepted. All assignments are due at the beginning of class on the due date. Any late submission without a valid reason will be penalized.
ATTENDANCE
Students must attend all classes in order to receive full attendance credit. Otherwise, they will lose points regardless of the reasons. Students who miss more than two classes may not receive a grade. Tardiness or any unprofessional behavior that distract the class will be reflected in the final grade. 4

5. COURSE SCHEDULE Class 1. (Sept. 4) Introduction
- Overview of the course
- Military vs. Business Strategy
Class 2. (Sept. 11) Ch 1. Laying Plans
- Sun Tzu: Five Elements for Victory
- Porter: Diamond Model
- Cases: (1) Attack on Pearl Harbor, (2) Sony Corporation
Class 3. (Sept. 18) Ch 2. Waging War [Group 1]
- Sun Tzu: Swift Victory and Using the Enemy’s Resources
- Porter: Value Chain
- Cases: (1) Napoleon’s Invasion of Russia, (2) Hyundai Motors Company
Class 4. (Sept. 25) Ch 3. Strategic Attack [Group 2]
- Sun Tzu: Winning without Fighting
- Porter: Five Forces Model
- Cases: (1) Chingiz Khan, (2) América Móvil (Mexico)

6. Class 5. (Oct. 2) Ch 4. Tactical Disposition [Group 3]
- Sun Tzu: Preparing for Overwhelming Dispositions before Going to War
- Porter: Four Generic Strategies
- Cases: (1) The Battle of Stalingrad, (2) Toyota Motor Corporation
Class 6. (Oct. 9) Ch 5. Energy [Group 4]
- Sun Tzu: Creating Strategic Advantage through Zheng (正) and Qi (奇)
- Porter: Operational Efficiency (OE) and Strategic Positioning (SP)
- Cases: (1) Vietnam War, (2) Wal-Mart Stores, Inc.
Class 7. (Oct. 16) Ch 6. Strengths and Weaknesses [Group 5]
- Sun Tzu: Avoiding the Enemy’s Strengths and Attacking their Weaknesses
- Porter: Three Strategic Positionings
- Cases: (1) Hannibal at Cannae, (2) Southwest Airlines
Class 8. (Oct. 23) Ch 7. Maneuvering [Group 6]
- Sun Tzu: Turning Disadvantage to Advantage
- Porter: Creating Shared Value
- Cases: (1) The Long March (Mao Zedong), (2) Nestle India

7. Class 9. (Oct. 30) Ch 8 Variation in Tactics [Group 1]
- Sun Tzu: Flexible Strategies for Different Situations
- Porter: Trade-Off and Fitness
- Cases: (1) Troian War, (2) Haier Group (China)
Class 10. (Nov. 6) Ch 9. The Army on the March [Group 2]
- Sun Tzu: Deploying and Moving Troops, Investigating Enemy’s Situation
- Porter: The Dynamics of Generic Strategies
- Cases: (1) Hanxin’s Fight to Win or Die, (2) Tata Steel Limited (India)
Class 11. (Nov. 13) Ch 10. Terrain [Group 3]
- Taking Advantage (or Avoiding the Disadvantage) of Terrain
- Location Advantage (Cluster)
- Cases: (1) Alexander the Great, (2) Arçelik (Turkey)
Class 12. (Nov. 20) Ch 11. The Nine Situations [Group 4]
- Sun Tzu: Different situations according to the mutual position between two sides
- Porter: C-C Model, I-R Model
- Cases: (1) The Battle of Incheon, (2) Starbucks China
Trade-off vs. capturing the core

8. Class 13. (Nov. 27) Ch 12. The Attack by Fire [Group 5]
- Sun Tzu: Using the Most Effective and Powerful Tool of Attack
- Porter: The Power of Created Advantage
- Case: The Battle of Red Cliff & Alfred Nobel (Dynamite and Nobel Prize)
Class 14. (Dec. 4) Ch 13. The Use of Spies [Group 6]
- Sun Tzu: Obtaining the information by using spies
- Porter: Information Advantage
- Cases: (1) Mata Hari (A Spy for Germany), (2) Baidu, Inc. (China)
Class 15. (Dec. 11) Final Exam
- Closed book/notes
- Written report due: hard copy & soft copy via [“ title: 2012SB&MP-your name(s)”] to my assistant and me.

9. One-Page Summary and Evaluation
Your name
Class number (e.g. Class 01)
Article author & title
Summary of the article(s)
Uniqueness
Main points
Evaluation (the last one paragraph)
Constructive evaluation
Possible extension

10. A Profile of Professor Hwy-Chang Moon
Hwy-Chang Moon received his Ph.D. from the University of Washington and is currently Professor of International Business and Strategy in the Graduate School of International Studies at Seoul National University.
He has taught at the University of Washington, University of the Pacific, State University of New York at Stony Brook, Helsinki School of Economics and Business, Kyushu University, Keio University, and Hitotsubashi University. He was also a visiting Professor to Tokyo University.
Professor Moon has published numerous journal articles and books on topics such as International Business Strategy, Foreign Direct Investment, and Cross-Cultural Management. To the field of International Business, he has contributed particularly by developing several new analytical tools, including the generalized double diamond approach to international competitiveness and the imbalance theory of foreign direct investment.
Professor Moon is currently the editor-in-chief of Journal of International Business and Economy. He has consulted for many international companies, international organizations (APEC, World Bank, UNCTAD), and governments (Korea, Malaysia, Dubai, Azerbaijan, and Guangdong Province of China).