What Is the IB Business Management IA?
The IB Business Management Internal Assessment (IA) — now officially called the Business Research Project — is one of the most important pieces of work you will complete during your International Baccalaureate Diploma Programme. Whether you are at Standard Level (SL) or Higher Level (HL), this project directly affects your final IB score, accounting for 30% of your grade at SL and 20% at HL.
Updated for first examinations in May 2025, the IA requires students to conduct an in-depth research project that investigates a real-world business issue or problem within a specific organization. The project must be grounded in business management theory, supported by carefully selected documents, and analyzed through one of four key concepts: Change, Creativity, Ethics, or Sustainability.
The word limit is 1,800 words, and the IA is marked out of 25 points using a standardized rubric that is now the same for both SL and HL students. Understanding how to approach this project — from choosing the right topic to structuring your argument — can make the difference between a mediocre grade and a top-scoring result.
Why Choosing the Right IB Business Management IA Topic Matters
Before diving into examples, it is worth understanding why your topic choice is so critical. A poorly chosen topic can make the research process unnecessarily difficult, limit your ability to apply business tools meaningfully, and result in a superficial analysis that costs you marks. A well-chosen topic, on the other hand, gives you a clear research direction, abundant data sources, and the opportunity to demonstrate genuine analytical depth.
The best IB Business Management IA topics share several characteristics. They focus on a real, identifiable business organization with accessible information. They are forward-looking, meaning they explore a decision the company still needs to make or a challenge the company is currently facing. They are naturally tied to one of the four key IB concepts. And they are specific enough to be investigated thoroughly within the 1,800-word limit.
When choosing your topic, think about businesses you follow, industries you find interesting, or companies in your local community. A topic you genuinely care about will produce a more authentic, higher-quality IA.
The Four Key Concepts in IB Business Management IA
Every IA must be analyzed through exactly one of the four key concepts. Your choice of concept shapes how you interpret evidence, apply tools, and draw conclusions. Here is a brief overview of each:
Change
The concept of Change explores how businesses respond to internal and external transformations — shifts in technology, market conditions, organizational structure, or consumer behavior. A Change-focused IA might investigate how a company is adapting its business model in response to digitalization, or how a merger is reshaping its operations.
Creativity
Creativity in business goes beyond artistic expression. It refers to innovative thinking in product development, marketing strategy, problem-solving, and organizational culture. An IA centered on Creativity might explore how a brand uses unconventional marketing to build a loyal customer base, or how a startup disrupts a saturated market through a novel value proposition.
Ethics
The Ethics concept examines the moral responsibilities of businesses toward their stakeholders — employees, customers, communities, and the environment. An Ethics-focused IA might investigate whether a company’s labor practices align with its stated values, or how a corporation is responding to criticism about its environmental impact.
Sustainability
Sustainability explores how businesses balance economic performance with long-term environmental and social responsibility. This concept has become especially prominent in the 2025 syllabus update, reflecting the global urgency around climate change and ESG (Environmental, Social, and Governance) standards. A Sustainability IA might analyze how a company is integrating circular economy principles or reducing its carbon footprint while maintaining profitability.
IB Business Management IA Structure 2026
Understanding the required structure is just as important as choosing the right topic. Your IA should follow this format:
Cover Page: Include your IB number, session (e.g., May 2025), and word count. Do not include your name, school, or candidate number.
Introduction: Provide context about the organization, state the business issue under investigation, explain how it links to your chosen key concept, and outline the methodology and sources used.
Main Body / Analysis: Apply relevant business management tools and theories to investigate your research question. This is where the bulk of your analytical work takes place. Use tools such as SWOT analysis, PESTLE analysis, Ansoff Matrix, BCG Matrix, force field analysis, or financial ratio analysis — but only where they are genuinely relevant to your question.
Conclusion: Provide a well-reasoned answer to your research question, supported by your analysis. Avoid introducing new evidence here.
Supporting Documents: Attach three to five documents that were central to your research. These should be recent (ideally published within the last three years), diverse in perspective, and directly relevant to your research question.
20 Strong IB Business Management IA Topic Examples
Below is a curated list of high-quality IA topic examples organized by key concept. Each question is specific, research-friendly, and designed to meet IB standards.
Topics Under the “Change” Concept
- To what extent should Netflix shift its revenue model from subscription-only to a hybrid subscription-and-advertising structure to address subscriber decline?
- How should LEGO adapt its product development strategy in response to the growing demand for digital and augmented reality toys?
- To what extent will Nissan’s planned transition to electric vehicles by 2026 strengthen its competitive position in the U.S. market?
- How can a local retail chain adapt its supply chain management strategy to remain competitive following the rise of e-commerce in Southeast Asia?
- To what extent has Canon’s decision to shift from DSLR to mirrorless camera production affected its market share and profitability?
Topics Under the “Creativity” Concept
- To what extent has Red Bull’s focus on extreme sports marketing contributed to its position as one of the world’s most valuable energy drink brands?
- How effective is Brandy Melville’s “one size fits all” model as a long-term marketing strategy, given evolving consumer expectations around inclusivity?
- To what extent has Starbucks’ green marketing strategy been effective in building brand equity in the global coffee industry?
- How can a small independent bakery use social media marketing and influencer partnerships to increase brand awareness and revenue by 25% within 12 months?
- To what extent does Coca-Cola’s product innovation and pricing strategy contribute to its competitive advantage over PepsiCo in the global soft drinks market?
Topics Under the “Ethics” Concept
- To what extent has the conflict between Starbucks corporate leadership and its unionized workers (Starbucks United) negatively impacted the company’s stakeholder relationships?
- How has Boeing’s corporate culture and decision-making process affected its responsibilities toward stakeholders following the 737 MAX crisis?
- To what extent are Amazon’s labor practices in its fulfillment centers ethically sustainable, and what changes should the company consider?
- How should a pharmaceutical company respond to public criticism over pricing practices while maintaining shareholder returns?
- To what extent have fast fashion brands like Shein addressed ethical concerns about labor conditions and environmental impact in their supply chains?
Topics Under the “Sustainability” Concept
- To what extent has LEGO successfully integrated sustainable practices into its supply chain and product lifecycle?
- How has Nike’s shift toward eco-friendly product lines impacted its profitability and brand image in the global footwear industry?
- To what extent will Vestas’ supply chain management strategies help it achieve a sustainable business model, both economically and ecologically?
- How has Unilever’s decision to scale back some of its sustainability targets affected its financial performance and stakeholder trust?
- To what extent can a mid-sized food manufacturing company achieve net-zero emissions by 2030 without compromising its profit margins?
Real-World IA Examples from High-Scoring Students
Looking at actual high-scoring IAs can give you a powerful sense of what examiners are looking for. Here are some notable examples of research questions that have appeared in real IB Business Management IAs, with brief notes on why they work well.
“To what extent does Coca-Cola’s innovative marketing strategies contribute to its competitive edge over PepsiCo?” — This question works because it is specific, forward-looking, and tied to clear business concepts. It allows the use of tools like the marketing mix (7 Ps), brand equity frameworks, and competitive analysis.
“How has Monster Beverage Corporation’s expansion into alcoholic beverages affected its profitability and market position in 2024–2025?” — This is a strong IA topic because it focuses on a recent, verifiable strategic decision with accessible financial data, and it naturally invites both financial ratio analysis and market positioning tools.
“To what extent is Starbucks’ green marketing an effective strategy in building its brand equity?” — This question elegantly bridges the Sustainability and Creativity concepts (though you must choose one), offers rich qualitative and quantitative data, and allows the use of brand equity models alongside environmental impact metrics.
What makes all of these examples effective is that they are investigative rather than descriptive. They don’t simply ask “What did Company X do?” — they ask “To what extent” or “How effectively,” forcing a critical, evaluative response.
Common Mistakes to Avoid in Your IB Business Management IA
Even well-intentioned students lose marks by making the same avoidable errors. Here are the most frequent pitfalls and how to sidestep them:
Using too many business tools superficially. It is far better to apply two or three tools with genuine depth and insight than to include six tools with shallow analysis. Examiners reward analytical quality over quantity.
Choosing an organization with limited accessible data. If you cannot find reliable, recent information about the company, you will struggle to complete a credible IA. Always verify that sufficient data exists before committing to a topic.
Writing a descriptive IA instead of an analytical one. Your IA should answer a question, not tell a story. Every section should build toward your conclusion, not simply summarize what the company did.
Including more than five supporting documents. The IB guidelines specify three to five. Going over this limit suggests poor source selection and can cost you marks.
Neglecting the key concept. The integration of your chosen concept — Change, Creativity, Ethics, or Sustainability — must run throughout the IA, not just appear in the introduction or conclusion.
Business Management Tools Most Commonly Used in High-Scoring IAs
The choice of analytical tools is one of the most important decisions you will make after selecting your topic. The following tools are most frequently used in top-scoring IAs:
SWOT Analysis is useful for evaluating a company’s internal strengths and weaknesses alongside external opportunities and threats. It is widely applicable and accessible, though it should always be followed by deeper analysis rather than used as a standalone tool.
PESTLE Analysis helps students explore the macro-environmental factors affecting a business — political, economic, social, technological, legal, and environmental. It is particularly useful for IAs focused on strategic expansion, policy changes, or market entry.
Ansoff Matrix is ideal for IAs involving growth strategies, product launches, or market entry decisions.
Force Field Analysis is powerful for Change-focused IAs, as it helps evaluate the driving and restraining forces behind a proposed business decision.
Financial Ratios (profitability, liquidity, efficiency) are essential for IAs involving financial performance, investment decisions, or acquisitions.
Tips for Writing a Top-Scoring IB Business Management IA
Getting a 7 on your IB Business Management IA requires more than a good topic — it requires disciplined execution. Here are the strategies that consistently produce top-scoring results:
Start early. The IB recommends beginning the IA process at the end of your first year of the two-year course. This gives you time to select the right topic, gather strong supporting documents, and refine your analysis without time pressure.
Formulate a precise, forward-looking research question. Avoid questions that can be answered with a simple yes or no, or that are so broad they cannot be investigated within 1,800 words.
Select your supporting documents carefully. Your three to five documents should offer diverse perspectives — financial reports, news articles, academic papers, market research reports — published within the last three years.
Apply business tools purposefully. Every tool you use should be directly relevant to your research question. If you cannot explain why a particular tool adds value to your analysis, leave it out.
Integrate your key concept throughout. Do not treat your chosen concept as a box to check in the introduction. It should shape every section of your IA, from the way you frame the problem to the way you evaluate solutions.
Proofread for word count and presentation standards. The 1,800-word limit excludes the title, cover page, table of contents, supporting documents, and bibliography, but includes everything else. Manage your word count carefully.
Final Thoughts: Making Your IB Business Management IA Stand Out
The IB Business Management IA is an opportunity to think like a real business analyst — to identify a genuine challenge, gather evidence from multiple perspectives, apply theoretical frameworks, and arrive at a well-reasoned recommendation. Students who approach the IA with curiosity and analytical rigor consistently outperform those who treat it as a box-ticking exercise.
Choose a topic that genuinely interests you. Use your key concept as a lens, not a label. Apply your business tools with precision and purpose. And remember: the best IAs do not describe businesses — they analyze them, challenge them, and make evidence-based recommendations for their future.
With the right topic, a clear structure, and a commitment to depth over breadth, your IB Business Management IA can be one of the most rewarding academic projects you complete — and a genuine showcase of your business intelligence.
