Syllabus

Title
0604 Doing Business in CEE
Instructors
Ass.Prof. Dr. Arnold Schuh
Contact details
arnold.schuh@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/20/19 to 09/27/19
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Doing Business in CEE
International Environments
Dates
Day Date Time Room
Monday 10/07/19 02:00 PM - 05:00 PM D1.1.074
Monday 10/14/19 02:00 PM - 05:00 PM D1.1.074
Monday 10/21/19 02:00 PM - 05:00 PM D1.1.074
Monday 10/28/19 02:00 PM - 05:00 PM D1.1.074
Monday 11/04/19 02:00 PM - 05:00 PM D1.1.074
Monday 11/25/19 02:00 PM - 05:00 PM D1.1.074
Monday 12/02/19 02:00 PM - 05:00 PM D1.1.074
Monday 12/09/19 02:00 PM - 05:00 PM D1.1.074

On this page:

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Contents

This course deals with issues companies face today when doing business in the economies of Central and Eastern Europe (CEE). At the beginning the key characteristics of the region will be presented. This is followed by an overview of the transition process since the fall of the Iron Curtain, its implications for doing business in CEE today and current management challenges in the region. Frameworks and methods will be presented that help managers in assessing the attractiveness of CEE markets and designing an appropriate market entry strategy as well as a marketing strategy for CEE markets. Furthermore, competitive strategies are analyzed from a foreign and local company perspective. Attention is also given to the design of organizational structures for the CEE business and the management of CEE activities.

 

 

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Learning outcomes

Participants of the course shall

  • Develop an understanding of the current issues foreign companies are facing when entering Central and East European markets;
  • Understand the process of transition from a centrally planned to a market-based economy and its implications for doing business in the region;
  • Learn what business logic drives foreign companies in CEE and how they approach the region and manage their business in CEE;
  • Understand how local firms can respond to superior foreign competitors entering their home markets;
  • Get an overview of typical entry and marketing strategies used in the region today;
  • Learn how MNCs manage and organize their operations in CEE.

By the end of the course students will have learned

  • The characteristics of economies and markets in CEE;
  • The strategic and managerial implications of companies doing business in those countries; 
  • Understand the process of transition of a centrally-planned to a market-based economy;
  • The ability to structure decisions related to the choice of the right country market and entry strategy;
  • The ability to see business decisions in emerging markets embedded in a very diverse and dynamic environmental context.


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Attendance requirements

To pass the course you are not allowed to miss more than one class.

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Teaching/learning method(s)
Classes will be interactive. The principle teaching methods used in class meetings will be lectures, group presentations and case discussions. All students are expected to study the assigned readings and cases prior to the sessions in which they are to be covered (see class schedule) and to contribute to class discussion. Class attendance is mandatory.
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Assessment

The course grade will be determined as follows:

  • Case report/presentation (4 reports à max. 12 pts.): 48% 
  • Group Project: 40%
  • Individual in-class participation: 12%
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Prerequisites for participation and waiting lists

This course is exlusively offered for students of CEMS/MIM.

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Readings
1 Author: Schuh, Arnold
Title:

Strategy Review for CEE: Strategic Responses of Foreign MNC to the Recent Economic Crisis

Publisher: Journal of East-West Business
Edition: 18
Year: 2012
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
2 Author: Meyer, K.
Title: Management Challenges in Privatization Acquisitions in Transition Economies,

Publisher: Journal of World Business,
Edition: Vol.37
Remarks: ,pp.266-276.
Year: 2002
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
3 Author: Schuh, Arnold
Title: Brand Strategies of Western MNCs as Drivers of Globalization in Central and Eastern Europe.

Publisher: European Journal of Marketing 41 (3/4)
Remarks: p. 274-291
Year: 2007
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
4 Author: Dawar, N. & Frost, T.
Title: Competing with giants ? Survival strategies for local companies in emerging markets,

Publisher: Harvard Business Review
Edition: March-April
Remarks: pp.119-129
Year: 1999
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
5 Author: Craig, S. & Douglas, S.
Title:

Managing the Transnational Value Chain? Strategies for Firms from Emerging Markets

Publisher: Journal of International Marketing
Edition: Vol.5/3
Remarks: pp.71-84
Year: 1997
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
6 Author: Bakacsi, g., Takacs, S., Karacsonyi, A. & Imrek, V.
Title: Eastern European cluster: tradition and transition, Journal of World Business

Edition: Vol.37,
Remarks: pp.69-80.
Year: 2002
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
7 Author: Kets de Vries, M.
Title:

A journey into the Wild East: Leadership style and organizational practices in Russia

Publisher: Organizational Dynamics
Edition: Vol.28/4
Remarks: pp.67-81
Year: 2000
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
8 Author: Schien, N. & Puck, J.
Title: The Internationalization of Austrian Firms in CEE

Publisher: Journal for East European Management Studies
Year: 2010
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
9 Author: Schuh, A.
Title:

Competitive Strategies of SuccessfulLocal Firms in Central and Eastern Europe.

Publisher: Zhuplev, A. & Liuhto, K. (eds.), Geo-Regional Competitiveness in Central and Eastern Europe, the Baltic Countries, and Russia, IGI Global, Hershey PA, pp.211-238.
Year: 2014
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
10 Author: Schuh, A.
Title:

FDI in CEE - the Business perspective, in: Gnan, E./Kronberger, R. (2017): Schwerpunkt Außenwirtschaft 2016/2017 –  Direktinvestitionen: Trends, Erklärungsfaktoren, Barrieren, pp.263-271.

Publisher: facultas
Year: 2017
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Availability of lecturer(s)

Competence Center for Emerging Markets & Central and Eastern Europe (D1, 3rd floor)

After classes or by appointment

T: 01 31336-4608

arnold.schuh@wu.ac.at

https://www.wu.ac.at/en/emcee/

 

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Unit details
Unit Date Contents
1 07.10.
  • Introduction & organization
  • CEE seen from a Western MNC perspective
2 14.10.
  • CEE seen from a Western MNC perspective
  • Economies in transition (1)
3 21.10.
  • Economies in transition (2)
  • Motives for entering CEE
    4 28.10.
    • Entry Methods for CEE
    5 04.11.
    • Business and Marketing Environment in CEE
    6 25.11.
    • Marketing strategies for CEE
    • Competitive strategies of local firms
      7 02.12.
      • Organizing & managing activities in CEE
      8 09.12.
      • Presentations of group projects
      • Final discussion & feedback
      Last edited: 2019-06-14



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