0397 Doing Business in CEE
Ass.Prof. Dr. Arnold Schuh
Contact details
Weekly hours
Language of instruction
09/18/23 to 09/27/23
Registration via LPIS
Notes to the course
Subject(s) Master Programs
Day Date Time Room
Monday 10/09/23 02:00 PM - 05:00 PM D1.1.074
Monday 10/16/23 02:00 PM - 05:00 PM D1.1.074
Monday 10/23/23 02:00 PM - 05:00 PM D1.1.074
Monday 11/06/23 02:00 PM - 05:00 PM D1.1.074
Monday 11/13/23 02:00 PM - 05:00 PM D1.1.074
Monday 11/27/23 02:00 PM - 05:00 PM D1.1.074
Monday 12/04/23 02:00 PM - 05:00 PM D1.1.074
Monday 12/11/23 02:00 PM - 05:00 PM D1.1.074

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 and operating in 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 at home and grow abroad;
  • 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.


    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, the total score has to exceed 60%. Regarding attendance only 20% of the scheduled class time may be missed.

    Prerequisites for participation and waiting lists

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


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    Availability of lecturer(s)

    Ass.Prof. Dr. Arnold Schuh

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

    By email contact/appointment

    T: 01 31336-4608


    Unit details
    Unit Date Contents
    1 09.10.
    • Introduction & organization
    • CEE seen from a Western MNC perspective
    2 16.10.
    • Characteristics of the CEE region
    3 23.10.
    • Economies in transition
    4 06.11.
    • Motives for entering CEE
    • Market entry methods for CEE
    5 13.11.
    • Marketing strategies for CEE
    6 14.11.
    • 14th GROW EAST CONGRESS Hybrid Format 9:00-13:00 (status of participation mandatory/optional will be decided in class)
    7 27.11.
    • Survival, innovation and growth: The local firms' view
    8 04.12.
    • Organizing & managing activities in CEE
    9 11.12.
    • Presentation of group projects
    • Final discussion
    Last edited: 2023-06-20