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.

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.

To pass the course you have to follow at least 80% of the lectures and participate in the group work.

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.

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

In order to pass the course, only 20% of the total class time may be missed.

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

Competence Center for Emerging Markets & Central and Eastern Europe (D1, 5th floor)

By email contact/appointment

T: 01 31336-4608

arnold.schuh@wu.ac.at

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