With future job and course resources in mind, now it's time to think about your own future. Based on big trends, strategy, marketing and management,
Demonstrate an analysis and understanding of the course material throughout the semester, reflecting on what you have learned in this course and how you will apply this knowledge in the future.
• Explain how you will prepare the NBT to address the business you identified in Task 1.
Make sure you take advantage of the mandatory resources linked in Moodle.

Synthesize data to provide meaning and insights for future actions
• Organize statements logically and coherently
• Clear and concise communication

Week3: This article focuses on sustainable competitive advantage and a resource-based perspective, covering areas such as talent management and organizational strategy. The importance of strategic talent management is mentioned in the article, and different work groups need different talent management practices. In addition, there is an emphasis on focusing on roles rather than individuals, understanding the types of talent needed and what the organization needs for the future. Therefore, this paper uses strategic, marketing and management aspects such as talent management and organizational strategy.

Week4: This document covers the topic of disruptive innovation and design thinking, including the drivers and mega-trends required for successful innovation, and how organizations can respond to potentially disruptive innovation. The document also looks at some examples of business success or failure, such as the competition between Blockbuster and Netflix, and why some businesses are disrupted while others are able to successfully innovate with disruption. In addition, the document discusses risk aversion, short-termism, and inertia in the face of disruptive innovation, and provides solutions such as increasing awareness of potential opportunities, taking intelligent risks, developing long-term strategic plans, and using organizational change techniques.                Week5: This document covers topics related to business ethics and sustainability. It covers the concept of the "next big thing" and how to link it to business strategy. In addition, it describes the minimum ethical standards to follow in business and how to identify and respond to the responsibilities of different stakeholders. Finally, it also provides an organizational challenge report task to help students apply the concepts in the course to real business practice.



Wweek7: This document covers a lecture on global management. The article introduces the issues of global management, how to operate successfully on a global scale, and why we care about international business or international markets and the changes brought about by globalization over the last 40 years. It then introduces global supply chain trends and trade growth. The article also discusses how to successfully manage across national borders and why international strategies fail. The importance of understanding competitors, customers, and companies, as well as methods of market audit and market research, are then introduced. The importance of culture and the influence of different cultures on marketing are discussed. Finally, the article introduces the importance of cultivating cultural intelligence.



Week8: This document covers this week's COMM5010 lecture, which focuses on marketing and analytics. The report mentions changes in consumer behavior, particularly the growing trend of online shopping. Among them, China contributes more than half of global e-commerce retail sales. The report also introduces different types of business analytics and marketing analytics and highlights the importance of data and analytics for business growth. Finally, the report mentions the contribution of marketing analytics to company performance and the problems that hinder marketing analytics, and gives solutions.

  Week9: This document covers the definition, importance, and development of marketing communications, as well as branding and marketing communication strategies. Marketing communication is a means for an enterprise to convey product and brand information to a specific audience. It explains the communication model of marketing communication and the importance of internal marketing. Learning the value of marketing communications includes helping customers understand products, increase creativity, and become more aware consumers. The definition of brand and the role of brand strategy are also explained, and the establishment of personal brand can help individuals shape their image in the eyes of the public. In addition, the objectives, strategy options, information strategy, media strategy, evaluation strategy, budget planning and implementation plan of the marketing communication strategy are explained in detail. Finally, the document describes future trends in marketing communications, including the application of technology, personalization, and one-to-one marketing.



Week10: This document covers topics such as globalization, emerging markets, the future of work, and agile organizations. Globalization refers to the process by which the world becomes increasingly interconnected due to a massive increase in trade and cultural exchange. An emerging market is an economy that has some characteristics of an advanced economy but has not yet reached the same level. The future of work will be more focused on the use of technology, including virtual organizations, virtual teams, new products, new organizations, and new industries. An agile organization refers to a network of teams supported by technology, characterized by rapid learning and rapid decision-making cycles, guided by the idea of co-creating value for all stakeholders. Employees in agile organizations need traits such as a commitment to lifelong learning, curiosity, collaboration, communication, critical thinking, adaptability, and emotional intelligence.                                               Task 1: NIO, also known as蔚来(pronounced "WeiLai"), was founded in 2014 and is headquartered in Shanghai, China, where it has achieved significant growth and recognition in a relatively short period. NIO mainly focuses on the development, production, and sales of high-end electric vehicles, emphasizing innovation and cutting-edge technology. NIO's main customers are not only EV enthusiasts and environmentally conscious indiv duals，but also businesses and government agencies looking to adopt sustainable transportation solutions. In some pilot cities in China, transport authorities are considering using electric buses made by NIO as an alternative. My family also chose this brand as a means of transportation because NIO's Battery Swap and swapping stations which provide fast, convenient charging solutions that greatly improve the charging experience (Afshar et al, 2021). It allows owners to complete battery charging in less than 10 minutes. This is more efficient than traditional charging methods (e.g, charging piles). NIO has established an extensive network of power stations in China, covering the city and highway (Adu-Gyamfi et al, 2022). This means that NIO owners can easily make battery changes at various locations without having to worry about long charging waits. Under the megatrend of The pace of technological change, I think the drivers related to NIO include AI, automation, digitalization and environmental awareness. Through SWOT analysis (Appendix B), I found that NIO has made significant progress in intelligent driving technology, but there is still a need for higher energy density batteries, faster charging technology, lower cost and longer driving range. In addition, enhanced environmental awareness will continue to promote the growth of the EV industry. The government is likely to do more to encourage the adoption of electric vehicles, such as offering more subsidies, building more charging infrastructure, and implementing stricter emissions regulations. Based on these drivers, I think the next big thing for NIO is to develop a sustainable urban mobility ecosystem. NIO can work with cities to integrate swapping stations into smart city infrastructure to meet the growing demand for electric vehicles. This will allow city managers to better monitor and manage traffic flow, charging demand and urban energy use to optimize mobility (Rieck, Machielse & van Duin, 2020). In addition to EV charging, NIO could consider integrating other renewable energy sources, such as solar and wind , to  provide clean energy  for charging stations  and  reduce environmental impact  (Dutta & Hwang, 2021). To ensure that its products and services remain competitive, NIO needs to keep an eye on the pace of technological change. I used McKinsey's three horizons to analyze the development trend of NIO. Firstly, for the current business, NIO can optimize the current business by improving the efficiency of battery technology, reducing the change-over time, and providing wider coverage of battery exchange stations. Secondly, the company can consider expanding to other electric transportation solutions, such as sharing and renting, to meet different market needs and further expand its market share. For product innovation, NIO should continue to invest in research to develop new technologies, including more efficient batteries, autonomous driving technology and intelligent transportation solutions, to maintain technological leadership. I also used SWOT analysis method to analyze the strategic environment of NIO. From the perspective of internal factors, the strength of NIO lies in its unique product concept, so it has strong product competitiveness. However, from the weakness of NIO, the battery life and power of electric vehicles cannot be compared with that of traditional cars. Looking at external factors, NIO is in a golden age of electric vehicle development. Due to the shortage of oil resources, the Chinese government has vigorously promoted electric vehicles to reduce the use of oil（Gu and Ga & Sun, 2022）.However, there are threats to such a dominant industry. NIO faces companies such as BYD and Xiaopeng that vigorously develop electric vehicles, as well as established car companies such as Audi, Mercedes-Benz and BMW, which have begun to get involved in electric vehicles.                                                               compulsory resource linked in Moodle：Will AI kill our creativity? It could – if we don’t start to value and protect the traits that make us human. What is creativity?

In her book The Creative Mind, cognitive science expert Margaret Boden distinguishes between two types of human creativity.

Psychological or personal (p-type) creativity happens when an individual thinks something for the first time – even if others have thought it separately before. One example is a child realising water can take any shape.

Essentially, p-type creativity is learning something useful and, in the process, synchronising our thoughts with others.

Historical creativity (h-type), on the other hand, happens when an individual thinks something that has never been thought before. One example would be Archimedes’s “eureka” moment in the bath, which supposedly led to him discovering the law of buoyancy.

The more someone’s creativity subsequently affects other people’s thinking, the more momentous and enduring we consider their legacy.

This is why Wandjina rock art in the Kimberley, Homer’s Iliad, Pablo Picasso’s Guernica, Frank Lloyd Wright’s Fallingwater house and Albert Einstein’s Annus Mirabilis papers are all considered exceptional works left behind by exceptional humans. They are important because they continue to shape our thinking.Generative AI doesn’t belong in either category

AI obviously has the potential to promote both p-type and h-type creativity. It can lead us to insights about biology, history and mathematics, and help us create texts and images that may be useful or thought-provoking.

But there is one key difference between human creativity and AI-driven creativity: the latter doesn’t stem from the evolutionary clash of mind and world.

AI models don’t contain reality. They rely on the complex statistical abstraction of digital data. This limits their real-world creative significance and their capacity to produce “eureka” moments.

To differentiate AI-driven creativity from old-fashioned creativity, I have proposed a new term: generic, or g-type, creativity. It formalises the fact that while AI models are capable of provoking new thought, they are limited by the underlying data they have been trained on.
The big risk: a generic spiral

We can expect an explosion in g-type creativity in our future. The danger here is that our increasing use of AI could make us think too much alike, leading to a decrease in cognitive diversity and an increase in cultural tightness.

In this scenario, societies would become more rigid in the norms they enforce, and less tolerant of deviations from the status quo. At a population level this would be a creativity killer.

The threat isn’t just AI-generated movies, TV, books and art. In the future, the homes we live in, the cars we drive (or won’t have to drive) and our shared public spaces will all be shaped by AI. We may see our thinking become homogenised under the pressure of increasingly similar environments and experiences.

This sameness further put us at risk of a generic spiral. AI models are trained on content we create. So the more we use AI for g-type creativity, the more generic our content will become – and since this will be used to further train AI, the more generic AI outputs will become.

While this might be useful for certain specialist tasks – such as consistently interpreting law – it’s worrying to contemplate the kind of Orwellian political economy a generic spiral might give rise to.

Can we enjoy AI and also preserve creativity?

Balancing and reconciling human creativity with AI isn’t as simple as going for regular walks in nature – although that will probably help.

Generative AI may well be a transformative technology to rival the printing press or steam engine. Such juggernauts are difficult to resist; we collectively get swept up in the change, uncertainty and alienation they foment.

Some of the best minds of our generation are already abandoning other pursuits to try their luck at building and using advanced AI models.

Our best chance to remain truly creative is to protect and privilege the human over the artificial. Intellectual property law is key. Any further moves towards legal personhood for AI – such as allowing AI a “fair use” right to train itself on copyrighted material, or have copyright applied to AI outputs – will erode our creative system and risk a generic spiral in human creativity.