Syllabus

Titel
0529 Doing Business in CEE
LV-Leiter/innen
Ass.Prof. Dr. Arnold Schuh
Kontakt
  • LV-Typ
    PI
  • Semesterstunden
    2
  • Unterrichtssprache
    Englisch
Anmeldung
15.09.2020 bis 28.09.2020
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Master
Termine
Wochentag Datum Uhrzeit Raum
Montag 05.10.2020 14:00 - 17:00 Online-Einheit
Montag 12.10.2020 14:00 - 17:00 Online-Einheit
Montag 19.10.2020 14:00 - 17:00 Online-Einheit
Montag 02.11.2020 14:00 - 17:00 Online-Einheit
Montag 09.11.2020 14:00 - 17:00 Online-Einheit
Montag 30.11.2020 14:00 - 17:00 Online-Einheit
Montag 07.12.2020 14:00 - 17:00 Online-Einheit
Montag 14.12.2020 14:00 - 17:00 Online-Einheit

Ablauf der LV bei eingeschränktem Campusbetrieb

Online course via MS TEAMS

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 main elements of the "going east" strategy of Western multinationals and the key characteristics of the region will be presented. This is followed by an historic overview of the transition process from a command to a market-based economy.  Then the major strategic decision areas for the management are discussed in the context of CEE. Frameworks and methods will be presented that help managers 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 have to follow at least 80% of the online lectures and participate in the group work.

Lehr-/Lerndesign

Classes will be online. 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:

  • 45%: Case report/presentation (3 reports à max. 15 pts.)
  • 40%: Group project
  • 10%: Peer rating
  • 5%: Individual in-class participation

Literatur

1 Autor/in: Schuh, Arnold
Titel:

A regional perspective on the effects of the Covid-19 pandemic


Verlag: Book chapter forthcoming
Auflage: 18
Jahr: 2020
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
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: Doh et al.
Titel:

Coping with corruption in foreign markets


Verlag: Academy of Management Executive
Auflage: Vol.17/3
Anmerkungen: pp.114-127
Jahr: 2003
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
11 Autor/in: Fey & Shekshnia
Titel:

The key commandments for doing business in Russia


Verlag: Organizational Dynamics
Auflage: 40
Jahr: 2011
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift
12 Autor/in: Bach & Allen
Titel:

What every CEO needs to know about nonmarket strategy


Verlag: MIT Sloan Management Review
Auflage: 51/3
Jahr: 2010
Prüfungsstoff: Ja
Diplomprüfungsstoff: Nein
Empfehlung: Unbedingt notwendige Studienliteratur für alle Studierenden
Art: Zeitschrift

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

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

Erreichbarkeit des/der Vortragenden

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

By email contact/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 05.10.
  • Introduction & organization
  • CEE seen from a Western MNC perspective
2 12.10.
  • Characteristics of the CEE region
  • Case discussion IKEA in Russia
3 19.10.
  • Economies in transition
  • Motives for entering CEE
    4 02.11.
    • Entry Methods for CEE
    • Case discussion: EVN in Bulgaria
    5 09.11.
    • Marketing strategies for CEE
    • Case discussion: VIG vs UNIQA Branding for CEE
    6 27.11.
    • 11th GROW EAST CONGRESS online 9:00-13:00
    7 07.12.
    • Organizing & managing activities in CEE
    8 14.12.
    • Presentations of group projects on Competitive strategies of CEE firms
    • Final discussion & feedback
    Zuletzt bearbeitet: 06.10.2020



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