A word or two about the word count limit...

WORD LIMIT

The word limit for the extended essay is 4,000 words - examiners are instructed not to read beyond this word limit. The same applies to the word limit of 500 words (in total) for the three compulsory reflections.

The following are not included in the 4,000 words limit:

• Contents page

• Acknowledgements

• Maps (if used, perhaps to show business location)

• Charts

• Diagrams (including labels)

• Annotated illustrations

• Tables (of statistical data, but not text or analysis)

• Equations

• Formulae

• Calculations (working out)

• References/citations

• Footnotes or endnotes (if used)

• Bibliography (works cited)

• Appendices.

FAQs

FAQ 1 - Can students use primary research or does the Extended Essay only require secondary research?

Students should use secondary data / sources as the basis for their EE, but this can be supported where appropriate by primary research. The sole use of secondary data / sources is permitted and will allow students to access to all levels of the EE assessment criteria. Hence, there is no need for inclusion of any primary market research in the Extended Essay.*

However, please note the following:

• The EE should be based on a comprehensive review of academic literature on the topic selected in order to address the research question, i.e. it must rely on the use of secondary research in the first instance. The EE must not replicate the HL IA as a practical investigation in order to add value to management by addressing a business issue, problem or decision faced by the organization.

• Any EE that is based heavily on the use of questionnaires and/or interviews (primary research) will inevitably lose marks on a range of assessment criteria.

* Note the following from the May 2018 Business Management EE Examiner Report:

"A small number of candidates wrote excellent EEs with university-level secondary sources, such as academic articles from peer-reviewed journals; these A-grade candidates and their supervisors have fully understood the fact that the EE is a scholarly piece of work." (page 1)

FAQ 2 - Can students reference external sources or supplementary information, such as the URL for video clips, podcasts, or documentaries on YouTube?

No. Any points or arguments made must be included in the body of the essay itself. Supplementary information provided in the form of DVD documentaries, podcasts, or links to external sources such as YouTube video clips are not permitted. So, for example, a transcript of a podcast must be included, not a URL hyperlink only. EE examiners will not refer to these externally referenced sources in their assessment of the essay. The supporting evidence must be included in the essay.

FAQ 3 - Are forward-looking or backwards-looking research questions better for the BM extended essay?

Students can choose to investigate a past event. However, they must ensure that the research question enables them to demonstrate skills of analysis and evaluation rather than simply describing what happened. Many students do very well with backwards-looking research questions.

Note, however, that although there is no specific rule on timelines (such as the 5-year rule for IB Economics or the 10-year rule for IB History), most EEs work better if they are of a contemporary nature. This makes the EE far more engaging, and less prone to being descriptive in nature. By contrast, a research question or topic that is too retrospective (such as the impacts of the global financial crisis on Company X) almost invariably become highly descriptive.

A forward-looking question can enable students to search for conflicting sources/evidence to arrive at a well-supported argument and conclusion. However, the topic and research question should not be so forward-looking that information and results are not yet available. For example, many students wrote about the external impacts of the COVID-19 pandemic in 2020 (submitting these EEs for assessment in May 2021) but struggled to gather sufficient evidence or counter-arguments as it was obvious l the global pandemic caused havoc throughout the world.

In any case, hypothetical questions based on future events should be avoided as such essays are largely speculative and unsupported by actual supporting evidence.

FAQ 4 - Can students choose the same business organization for the EE as they did for the IA, so long as they concentrate on a different area of the syllabus?

The strong recommendation from the IB is that students should not do this. This is to prevent students from potentially gaining an unfair advantage as well as avoiding double dipping (a form of academic malpractice).

Please note the following statement (especially the last sentence) in the Business Management guide about this matter:

"If a student also writes an EE in business management, it is the responsibility of the teacher to ensure that the student’s IA and EE are distinct pieces of work using different research approaches. As there are different requirements and assessment criteria, students should choose different organizations for these different tasks." (page 54)

FAQ 5 - What is the minimum number of tools or theories needed in the BM Extended Essay?

As with the Internal Assessment, there is no stipulated minimum (or maximum) number of tools, theories and techniques that should be included in the Extended Essay. What is important is that these are relevant and purposeful in order to address the research question.

Note: it is possible for students to go beyond the syllabus for the Extended Essay, so in this particular case the student could consider other financial techniques such as the calculation of the return on investment (ROI).

The bottom line is that it is about the quality of the tools, theories and techniques used to answer the research question - rather than the quantity of these.

Note the following feedback and advice from the BM Examiner Report (May 2018):

"Because of the demand of the EE in Business Management regarding secondary research, the best candidates were able to refer to other models they had read about, beyond the syllabus (such as Porter’s Five Porters or Stakeholder Mapping), to other theories (such as Herzberg’s two-factor theory or ‘Blue Ocean Strategy’), or to other concepts, such as sustainability. This was rewarded with top marks, as candidates then showed excellent subject knowledge." (page 2)

FAQ 6 - Is it better to use a large, well-known multinational company or can students focus on a local business?

Statistically, the highest scoring EEs tend to focus on larger business organizations. This does not mean that using small businesses cannot work for the EE, but there are potentially more challenges with such an approach. These include, but are not limited to the following interrelated factors:

• Over-reliance on primary market research - The EE should be based on mainly secondary research. Primary research is not required for the EE.

• Higher risk of bias - Relying on the findings or feedback from the small business owner is unlikely to support critical and reflective thinking.

• Limited access to appropriate research data - The best EEs provide broad and balanced perspectives. This could be more challenging if students choose to investigate smaller organizations.

FAQ 7 - Is there a preferred citation and referencing (C&R) system for the Extended Essay?

Academic integrity involves citing or referencing the works, ideas, and creations of others. Hence, if a student does not include citations or references in the EE, it becomes challenging for moderators to authenticate the work.

The IB does not recommend any particular style for citation and referencing (C&R) in the Extended Essay. Many schools choose to use the MLA style, whilst others use the APA, Harvard or Chicago styles.

What is important is that the students uses a consistent style for all C&R in the completion of their EE.

It can be very useful (for the students) if the school adopts a consistent C&R style across all subjects, as part of its academic integrity and assessment policies. It can be extremely challenging and confusing for students if different teachers/supervisors/subjects do different things about C&R in the Extended Essay.

FAQ 8 - Can (Should) students choose a topic for the EE that is outside of the DP Business Management guide, such as crypto currencies or unicorn companies?

The topic for the EE should be from within the official syllabus - this will help the student to formulate a more suitable research question (RQ).

So, whilst tools and theories should go beyond the syllabus (especially if students are aiming for an A grade in the EE), the topic should not.

FAQ 9 - Should (Can) the extended essay be written in the first person?

The EE is an academic piece of work that requires thorough academic investigation. Furthermore, like the Internal Assessment, the Business Management EE is a formal document. As such, the Extended Essay should not be written in the first person.

However, the Reflections on Planning and Progress Form (RPPF) should be written in the first person due to the need to express your personal reflection in the learning journey of planning, writing, and reviewing the Extended Essay. The RPPF is a separate but compulsory aspect of the EE and is worth 6 out of the 34 marks.

FAQ 10 - What is reflection and why is it so important for the Extended Essay?

In order to support students through the process of undertaking independent research they must be allocated an appropriate EE supervisor. It is recommended that students be given between three and five hours of supervision time and this time must include the three mandatory reflection sessions. This includes allocating time for the three compulsory reflection sessions.

Reflection is a common aspect of the IB Diploma Programmes, so students will be familiar with this as they also need to demonstrate evidence of reflections as part of the IB Core (CAS and Theory of Knowledge). Reflection is formally assessed in both the TOK course and the EE. Reflection is also relevant to all 7 of the learning outcomes in CAS for Diploma Programme students. Hence, the ability to reflect is a transferable skill for the Extended Essay.

Reflection requires us to consider what has happened in order for us to move forward. For example, students should consider the ideas and information collected for their essay in order to formulate their own understanding and interpretation of the issue, problem or decision under consideration. For instance, students can reflect on the strengths and weaknesses of their experiences in carrying out the research in the EE in order to further their own learning as an IB student and for their personal academic growth.

To demonstrate reflective thinking in the IB Business Management EE, students could comment critically on any combination of the following:

• the secondary data / sources collected

• the tools, theories and techniques used to examine the issue under investigation

• the research methodology (the approach to planning, conducting and completing the essay)

• the validity of the data.

Every successful essay begins with academic curiosity and a research question that students want to find the (possible) answers to, and ends with reflections on the work they have conducted and completed. However, it should be possible for students to demonstrate critical and reflective thinking throughout the essay rather than just at the end of the essay. This is explicitly assessed in the RPPF document of the essay (worth 6 out of the 34 marks available for the EE).

Possible areas for reflections include thoughts and considerations about the:

• planning

• secondary market research methodology

• academic research (tools, theories and techniques relevant to the EE - these can go beyond the content of the IB Business Management syllabus, and students are encouraged to read beyond the syllabus for their essay)

• research findings

• decision-making process(es)

• setbacks and challenges

• areas and actions for improvement.

These issues should be discussed with the EE supervisor during the three compulsory reflection sessions, and recorded on the RPPF.

75 top Business Management EE Research Questions

The Extended Essay research questions below are not necessarily 'perfect' research questions, but should provide you with a clearer idea of the kinds of questions that can help students to meet the assessment criteria. These essays were awarded A or B grades by examiners during the year of assessment.

Please note that the timeline for a few of these essays mean that they might not be suitable today. Whilst there is no specified time frame limit for the Business Management EE, covering topics that are not contemporary could lead to a predominantly descriptive EE being written.

Also, it is important to note that for your own essay, you cannot simply re-use one of the following research questions. As an academic piece of research work, the EE requires you to consider what, if anything, has already been written about your own chosen topic and research question (RQ), and therefore why your own RQ is worthy of further academic study. This is also likely to be the main focus of the introduction to your own essay.

1. To what extent have cultural differences harmed the the operations of Giardano (a MNC business based) in China?

2. To what extent has Google LLC’s leadership style and corporate culture contributed to the motivation of its employees in the USA?

3. To what degree does Google’s corporate culture contribute to its financial success?

4. To what extent has Pep Guardiola’s reign as head coach of Manchester City Football Club (MCFC) changed the organization’s management culture?

5. What has been the most significant cause of Foxconn's financial deficit over the past three years in Taiwan?

6. To what extent can the continual decline in profits at Foxconn be contributed to poor motivation in the workplace?

7. How effective has Apple's use of product differentiation been in increasing its market share in Singapore?

8. To what extent have the extension strategies of Apple Inc’s products affected its sales revenue in the Asia-Pacific region from 2019 to 2021?

9. To what extent has product innovation contributed to Apple being a market leader?

10. To what extent has Apple's iPad affected the mobile computing market in IB Diploma schools in Canada?

11. To what extent is SaVita Solar's pricing strategy suitable on a local and global scale?

12. To what extent does Ocean Park differentiate its below-the line promotion from that of Hong Kong Disneyland's?

13. To what extent has McCafé contributed to the growth of McDonald's in Singapore?

14. To what extent has Spotify’s use of innovative growth strategies effectively contributed to its international growth?

15. To what extent has Adidas benefited from the acquisition of Reebok?

16. How effective has McDonald's marketing campaign been in raising awareness of its brand in Vietnam?

17. How successfully has Haagen Daz's differentiated its brand from rivals such as Ben and Jerry's in Seattle?

18. How effective are the measures taken by Starbucks in response to rising competition in the coffee industry in Sevenoaks, Kent?

19. To what extent has Nike’s decision to offshore its productions to Vietnam improved its international competitiveness?

20. To what extent has the joint venture between Nestle and Haagen-Dazs increased Nestle's market share in the US ice cream industry?

21. To what extent has Nespresso's sustainability programme, The Positive Cup, impacted the company's growth?

22. To what extent has Coca-Cola successfully penetrated the market in Southern China?

23. How successful has Coca-Cola's growth strategies been in developing its brand in Myanmar?

24. How effective has the online gaming strategy of Spotify Technology S.A. been in increasing its profitability since 2018?

25. To what extent have JustEat’s growth strategies proven to be effective in a thriving food delivery industry during the COVID-19 pandemic?

26. To what extent can Café de Coral's rising profits be attributed to its corporate culture and organizational structures?

27. To what extent can Oracle's success be contributed to its corporate culture?

28. To what extent have Nintendo’s product differentiation strategies affected its market share in the games console industry in Japan?

29. How effective has Heineken N.V.'s strategy of targeting millennials since 2018 been in increasing the company's customer base?

30. To what extent has Agnès B's product positioning strategy contributed to the company's financial success in France?

31. To what extent will the planned expansion of Disneyland (theme and resorts parks) increase the company's sales revenues?

32. To what extent has The Walt Disney Company’s acquisition of 21st Century Fox allowed it to successfully
    compete in the online streaming industry?

33. To what extent has Samsung’s reaction to its product recall of mobile phones minimized the impact on its key stakeholder groups?

34. How effective has Netflix Inc.'s marketing mix strategy been in creating a loyal customer base in order to increase market share from 2016 - 2020?

35. To what extent was adapting its marketing mix the main reason that led to the increased growth of H&M sales in India from 2018 - 2020?

36. To what extent is price the most important part of the marketing mix for McDonald’s in Rome, Italy?

37. To what extent is sustainability worth committing to for Cathay Pacific Airways?

38. To what extent has IKEA’s digital transformation of its retail stores improved its financial position?

39. To what extent is IKEA’s local and global supply chain practices aligned with the company's sustainability goals for 2030?

40. To what extent has Dabbawala's supply chain management strategy impacteed its ability to compete in the online food delivery industry?

41. To what extent is franchising the most suitable method of growth for InterContinental Hotel Group PLC in China?

42. To what extent can Tesla’s recent success in the UK's e-automotive market be attributed to its corporate social responsibility (CSR) strategy?

43. To what degree has Tesla’s distinct marketing strategies been effective at promoting its automotive business in the USA?

44. To what extent has Tesla’s three pillars of sustainable development impacted its profitability in the electric vehicles  industry?

45. How effective has Tesla’s EV supply chain management attributed to the financial success of the company between 2018 and 2022?

46. To what extent has Tesla's decision to manufacture cars in China impact its triple bottom line?

47. To what extent does The Body Shop need to revise its marketing mix to improve its profitability in the UK?

48. To what extent have the corporate social responsibility (CSR) policies of The Body Shop increased its customer base in the highly competitive cosmetics market in the UK since 2018?

49. To what extent has the streamlined digital transformation at Financiera Qapaq S.A. generated added value for shareholders?

50. To what extent has Kellogg’s been successful in repositioning its cereal products as health products in Japan?

51. How effectively has D&G responded to the crisis of counterfeit handbags and accessories (in the fashion industry)?

52. To what extent has Tesla been able to capitalize on its first mover advantage in the electric car industry?

53. How effective has the expansion of Tesla, Inc. into the Chinese market been as a financially successful growth strategy for dominating the EV market?

54. To what extent has DBS’s first-mover approach to digital banking been a success for DBS in Singapore?

55. Is Ford Motor Company's decision to reduce its product portfolio in danger of undermining the company's brand value?

56. To what extent was the acquisition of Volvo by Geely Motors successful?

57. To what degree was PTMKK's acquisition of RKI in Indonesia in 2018 successful with regards to the group's revenue and market growth?

58. To what extent is HMV's online store a sufficient strategy for the company's long-term survival?

59. To what extent has corporate sponsorship led to Arsenal Football Club's financial successes?

60. To what extent did Netflix's strategic alliance with KDDI Corporation influence its market share amidst growing competition in Japan from 2018 to 2020?

61. To what extent can Proton increase its market share in Egypt by using through-the-line promotional strategies?

62. How effective have the strategies used by CTVHK been in ensuring it remains competitive in the subscription TV market?

63. To what extent can Fila’s recent financial success be contributed to corporate rebranding?

64. To what extent has Monsanto’s public relations strategies improved its ethical reputation?

65. To what extent has the distribution strategies of Amazon been effective in establishing the company as the market leader in the USA?

66. To what extent has Amazon’s expansion into the physical grocery retail industry been a successful growth strategy?

67. To what extent has the marketing strategies of McDonald's influenced its market leadership position in the US fast food industry from 2018 to 2020?

68. To what extent has L’Oréal's corporate social responsibility (CSR) policies affected its global brand positioning between 2015 and 2020?

69. How has the maintenance of Baxter International’s corporate social responsibility (CSR) improved its level of customer loyalty against its major competitors?

70. To what extent has the implementation of environmental, social and governance (ESG) initiatives by Reliance Industries impacted its growth?

71. Will the purchase of HK Express benefit the operations and profitability of Cathay Pacific Airways?

72. To what extent is the joint venture with Ocado been a financially successful growth strategy to improve Marks and Spencer’s profitability in the UK grocery market?

73. How successful has the joint venture between India's Jaguar Range Rover (JLR) and China's Chery been as a growth strategy for JLR?

74. To what extent will the strategic alliance with Bombay Shaving Company help Lakmé Salons to meet its diversification growth targets?

75. How is positioning significant in establishing Audi as a premium brand in Hong Kong?

Understanding the Assessment Criteria