Syllabus

Titel
0604 Doing Business in CEE
LV-Leiter/innen
Ass.Prof. Dr. Arnold Schuh
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
20.09.2019 bis 27.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Master
Termine
Wochentag Datum Uhrzeit Raum
Montag 07.10.2019 14:00 - 17:00 D1.1.074
Montag 14.10.2019 14:00 - 17:00 D1.1.074
Montag 21.10.2019 14:00 - 17:00 D1.1.074
Montag 28.10.2019 14:00 - 17:00 D1.1.074
Montag 04.11.2019 14:00 - 17:00 D1.1.074
Montag 25.11.2019 14:00 - 17:00 D1.1.074
Montag 02.12.2019 14:00 - 17:00 D1.1.074
Montag 09.12.2019 14:00 - 17:00 D1.1.074

Inhalte der LV

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.

 

 

Lernergebnisse (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.


Regelung zur Anwesenheit

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

Lehr-/Lerndesign

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.

Leistung(en) für eine Beurteilung

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%

Literatur

1 Autor/in: Schuh, Arnold
Titel:

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


Verlag: Journal of East-West Business
Auflage: 18
Jahr: 2012
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
2 Autor/in: Meyer, K.
Titel: Management Challenges in Privatization Acquisitions in Transition Economies,

Verlag: Journal of World Business,
Auflage: Vol.37
Anmerkungen: ,pp.266-276.
Jahr: 2002
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
3 Autor/in: Schuh, Arnold
Titel: Brand Strategies of Western MNCs as Drivers of Globalization in Central and Eastern Europe.

Verlag: European Journal of Marketing 41 (3/4)
Anmerkungen: p. 274-291
Jahr: 2007
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
4 Autor/in: Dawar, N. & Frost, T.
Titel: Competing with giants ? Survival strategies for local companies in emerging markets,

Verlag: Harvard Business Review
Auflage: March-April
Anmerkungen: pp.119-129
Jahr: 1999
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
5 Autor/in: Craig, S. & Douglas, S.
Titel:

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


Verlag: Journal of International Marketing
Auflage: Vol.5/3
Anmerkungen: pp.71-84
Jahr: 1997
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
6 Autor/in: Bakacsi, g., Takacs, S., Karacsonyi, A. & Imrek, V.
Titel: Eastern European cluster: tradition and transition, Journal of World Business

Auflage: Vol.37,
Anmerkungen: pp.69-80.
Jahr: 2002
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
7 Autor/in: Kets de Vries, M.
Titel:

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


Verlag: Organizational Dynamics
Auflage: Vol.28/4
Anmerkungen: pp.67-81
Jahr: 2000
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
8 Autor/in: Schien, N. & Puck, J.
Titel: The Internationalization of Austrian Firms in CEE

Verlag: Journal for East European Management Studies
Jahr: 2010
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
9 Autor/in: Schuh, A.
Titel:

Competitive Strategies of SuccessfulLocal Firms in Central and Eastern Europe.


Verlag: 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.
Jahr: 2014
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
10 Autor/in: Schuh, A.
Titel:

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


Verlag: facultas
Jahr: 2017

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

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

Erreichbarkeit des/der Vortragenden

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/

 

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte
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
      Zuletzt bearbeitet: 14.06.2019



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