International

Business
Discussion on Unilin Panels Division case

Prof. Yann Dekeyser

Ghent University

2021 – 2022
 Write a paper on the Unilin panels division case
Apply the following concepts to the Unilin case and provide your answers in a paper.
Please aim to half a page per question and do not exceed 1 page per answer. Add a
video of about 30 seconds (max 1 minute) in which you give one personal advise to the
CEO of Unilin Panels division (no professional editing needed)

• Describe a core competence of Unilin and why it meets the criteria of Hamel Prahalad
• What type of MNE’s is Unilin according to the 4 archetypes? Why?
• Applying 5 forces and KPMG Innovation lab: what challenges are expected in future for Unilin
• Would you recommend Unilin to launch new products or to go international with the same
concept (cfr Ansoff)
• Can an increased focus on purpose improve Unilin’s value? Why?
• Based on the 8 themes analysis : what 3 trends should Unilin use to create future success?
• What type of company is Unilin according to Tracey & Wiersema model? What focus should
it have in future according to you?
• To what country/region should Unilin expand. Why this country/region? What are key
criteria to choose a country/region?

Prof Yann Dekeyser.

2
University of Ghent : International Business
Reference to A Verbeke
Document Classification: KPMG Confidential