Syllabus

Title
0480 Doing Business in CEE
Instructors
Ass.Prof. Dr. Arnold Schuh
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
09/22/21 to 09/27/21
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Dates
Day Date Time Room
Monday 10/04/21 02:00 PM - 05:00 PM D1.1.074
Monday 10/11/21 02:00 PM - 05:00 PM D3.0.222
Monday 10/18/21 02:00 PM - 05:00 PM D1.1.074
Monday 10/25/21 02:00 PM - 05:00 PM D1.1.074
Monday 11/08/21 02:00 PM - 05:00 PM D1.1.074
Monday 11/29/21 02:00 PM - 05:00 PM Online-Einheit
Monday 12/06/21 02:00 PM - 05:00 PM Online-Einheit
Monday 12/13/21 02:00 PM - 05:00 PM Online-Einheit

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 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.

 

 

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.


Attendance requirements

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

Teaching/learning method(s)

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.

Assessment

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.

Prerequisites for participation and waiting lists

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

Readings

1 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
2 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
3 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
4 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
5 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
6 Author: Doh et al.
Title:

Coping with corruption in foreign markets


Publisher: Academy of Management Executive
Edition: Vol.17/3
Remarks: pp.114-127
Year: 2003
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
7 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
8 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
9 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
10 Author: Fey & Shekshnia
Title:

The key commandments for doing business in Russia


Publisher: Organizational Dynamics
Edition: 40
Year: 2011
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
11 Author: Bach & Allen
Title:

What every CEO needs to know about nonmarket strategy


Publisher: MIT Sloan Management Review
Edition: 51/3
Year: 2010
Content relevant for class examination: Yes
Content relevant for diploma examination: No
Recommendation: Essential reading for all students
Type: Journal
12 Author: Schuh, A.
Title:

Investment attractiveness of CEE for Western MNCs in the post-Covid-19  era


Publisher: Routledge
Year: 2021
Content relevant for class examination: Yes
Recommendation: Essential reading for all students

Availability of lecturer(s)

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/

 

Unit details

Unit Date Contents
1 04.10.
  • Introduction & organization
  • CEE seen from a Western MNC perspective
2 11.10.
  • Characteristics of the CEE region
3 18.10.
  • Economies in transition
4 25.10.
  • Motives for entering CEE
  • Market entry methods for CEE
5 08.11.
  • Marketing strategies for CEE
6 26.11.
  • 12th GROW EAST CONGRESS Hybrid Format 9:00-13:00 (status of participation mandatory/optional will be decided in class)
7 29.11.
  • Survival, innovation and growth: The local firms' view
8 06.12.
  • Organizing & managing activities in CEE
9 13.12.
  • Presentation of group projects
  • Final discussion
Last edited: 2021-09-30



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