Doing Business in CEE/ SEE (ILV)


Course lecturer:

FH-Prof. Mag. Dr.

 Dietmar Sternad , BSc MBA

Course numberM4.05170.23.151
Course codeCEE/SEE
Semester of degree program Semester 2
Mode of delivery Presencecourse
ECTS credits3,0
Language of instruction English

On successful completion of this course students will:
understand the culturally and institutionally diverse nature of doing business in CEE/SEE countries
familiarize themselves with the strategic options for companies operating in the region
identify the possibilities for organizing, managing and controlling CEE/SEE subsidiaries of multinational companies
get an overview of market entry strategies as well as human resources management and marketing issues specific to the region
understand both "Western" and "local CEE/SEE" perspectives on management problems
analyze the regional macro environment (economic, political, regulatory, cultural, and infrastructural factors) and its influence on doing business
find and interpret relevant country-specific information
develop business strategies for companies operating in the CEE/SEE region
use tactics to cope with challenges such as a lack of legal certainty, high corruption levels, or the influence of informal networks

Completed courses: International Strategic Management; CEE/SEE Business Environment

In this interactive course, students are confronted with issues that managers are experiencing when doing business in Central Eastern Europe (CEE) and South-East Europe (SEE). Regional and cultural specifics are considered when strategies, management control systems, marketing and human resource practices of both companies located in CEE/SEE and Western companies operating in CEE/SEE are discussed. An extensive 2-day group case study challenge as well as company visits in the CEE/SEE area provide additional possibilities to get an insight into business conditions and MNC strategies in the region.

Specifically, the contents of this course include:

the diversity of the CEE/SEE region
characteristics of transition countries and the influence of the communist past
informal power structures and corruption in CEE/SEE
the legal and institutional situation in CEE/SEE
strategies of multinational and local companies in the region
managing across cultures
marketing in CEE/SEE
HR management in CEE/SEE & expatriate management
change management in CEE/SEE companies
organizing and controlling MNCs in CEE/SEE

Brenner, B. (2009). Management Control in Central and Eastern European Subsidiaries. Houndsmills: Palgrave Macmillan.

Marinov, M. and Marinova, S. (eds) (2011). The Changing Nature of Doing Business in Transition Countries. Houndsmills: Palgrave Macmillan.

Sternad, D. and Döring, T. (eds) (2012). Handbook of Doing Business in South East Europe. Houndsmills: Palgrave Macmillan.

Case study discussions on strategic issues for companies operating in CEE/SEE; 24-hour group case challenge: developing strategy for a CEE/SEE-based company; poster presentation session; excursion to a CEE/SEE country

Group case study challenge (30%)
Contribution to class discussion (10%)
Poster presentation (10%)
Reflection paper (50%)