This course deals with issues companies face today when doing business in the economies of Central Europe. Frameworks and methods will be presented that help managers designing an appropriate market entry and marketing strategy for CE markets. Furthermore, competitive strategies are analyzed from a foreign and local company perspective. Special attention is also paid to the management and organizational structures in CE.

Participants of the course shall

• Develop an understanding of the current issues foreign companies are confronted with when operating in Central European markets;
• Understand the business environment in CE and why these markets are attractive for investors;
• Learn what business logic drives foreign companies in CE and how they approach the region and manage their business in CE;
• Get an overview of typical entry and marketing strategies used in the region today;
• Understand how local firms position themselves in response to foreign competition;
• Learn how MNCs manage and organize their operations in CE.

Presence is mandatory. To pass the course you are not allowed to miss more than 20% of total class time.

Classes will be interactive. The principle teaching methods used in class meetings will be lectures, group presentations and case discussions.

The course grade will be determined as follows:

- 15%: Individual essay (on the first course day)

- 15%: Case report I

- 15%: Case report II

- 40%: Group project “Business strategy of a CE firm”

- 15%: Peer rating of group work

As a basic principle, all members of a group receive one grade for the group work. I expect that each group member contributes equally to the project work. The peer-rating is included in the assessment of the individual performance.

The grading scheme: 0-50 points=5; 51-65=4; 66-75=3; 76-85=2; 86-100=1.

Only students admitted to the Central Europe Connect (CEC) track of the SBWL International Business are eligible to take this course. Excellent command of the English language is required.

Pre-course assignment

There will be a pre-course assignment to prepare the students for the course content and ensure that all of them have the qualifications necessary to start the course at the same level.

1. Reading the cases
2. Reading the articles

There will be a mini-test on the course readings at the beginning of the course.

Post-course assignement 

Group project: “Successful business strategies of CE firms”

Each group has to identify a successful local firm from a Central European country and explain the reasons for success. Local firm means that the firm is headquartered in a country in CE and follows a self-determined strategy (no subsidiary of a foreign firm). The firm should also be present with its products/services on foreign markets. Each group’s task is to deliver a story of the success of this firm which explains what they do, how they do it better and/or differently and why they are successful so far. The reader of the report should understand the logic behind the firm’s successful strategic behavior.

The report covers the company profile, strategy dimensions, performance, and a summarized and critical interpretation of the strategy. The report has the form of a “consulter’s presentation” in PowerPoint Format.