06260220 - Management dans les pays d'Europe Centrale et Orientale

Credit hour 3
Total number of hours 21
Number of hours for lectures 21

Directors

Hana MACHKOVA, VSE Prague

Goals

The course helps to understand main aspects of doing business in Central Europe. The EU enlargement of 11 CEE countries has given a new dimension to international management , especiallly business strategies, professional relations and negotiations. The seminar is conducted by using interactive pedagogical teaching methods such as case studies, discussions, team work, etc. based on real business relations between companies from Western and Central Europe.

TARGETED KNOWLEDGE
  • to evaluate specifics of international business environment and to identify main differencies across different markets,
  • to learn to apply key concepts in internationalmanagement strategy to specific company/market situations
  • to be open to socio-cultural diversity

TARGETED SKILLS
  • to identify research methods to solve specific challenges in international management in Central Europe
  • to use relevant data sources and gather and filter information about business environment efficiently and effectively
  • to be able to develop the international company strategy for Central Europe

Content

I. EU enlargement, Potentiail market assessment - PEST analysis of Central European markets
- socio-cultural zones in Central Europe
- enlargement process
- business environment analysis
- privatization methods in 90ties
- adoption of Euro
- country competitiveness

II. Strategic approaches to the markets
- internal growth strategies
- external growth stratgies
- mode of entry to Central European markets
Case: Market entry strategies in automotive industry

III. Strategies of French companies - case Danone
- privatization of the company
- transition to the market economy
- strategic decisions
- branding strategy, launch of the new brand to the local market
- business developement in Central Europe
- opportunities and risks
- Case: Launch of the new product to the Czech market

IV. International marketing - intercultural approach
- product policy
- price policy
- distribution policy
- communication policy

Bibliography

BOOKS USED AS REFERENCE:

  • Machková, H., Král, P.: International marketing : theory, practices and new trends. 2nd ed., Oeconomica 2016.


ADDITIONAL READINGS:

  • LIVIAN, Yves Frederic, MACHKOVÁ, Hana. Culture et gestion en République Tchéque. In: DAVEL, Eduardo, DUPUIS, Jean-Pierre, CHANLAT, Jean-Francois. Gestion en contexte intercultural.
  • Approches, problématiques, pratiqoues et plongées [DVD]. Montréal : Télé-université, Université de Québec, 2008, s. 1–29. 472 s. ISBN 978-2-7624-2146-0. Chapitre V.10.
  • MACHEK, Martin. Retail Market Structure Development in Central Europe. Central European Business Review. 2012, volume 1/3, p. 22–27. ISSN 1805-4854.
  •  

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

  • Mayrhofer, U., Urban, S. : Management international, Des pratiques en mutations. Pearson Education France, 2011.


PUBLICATIONS OF THE iaelyon FACULTY REGARDING THE SUBJECT OF THE COURSE

  • MACHKOVÁ, Hana, COLLIN, Paul Marc. Market Entry Strategies of Passenger Carmakers – The Case Study of the Czech Republic. Central European Business Review. 2015, volume 4/3, p. 23–34. ISSN 1805-4854.
  • MOHELSKÝ, Lukáš, MACHKOVÁ, Hana. Is Diversification a Strategic Advantage? The Example of Automotive Components in the Czech Republic. Central European Business Review. 2012, volume 1/2, p. 37–45. ISSN 1805-4854.

Tests

Final Exam
Oral, 30 minut/student
Individual research on business environment in selected Central European country. Power point prezentation of results based on given structure.

Continuing Examination
Case study preparation, discussion and team work results prezentations, 30%.

Additional Information

TEACHING METHODS
Lectures, readings, case studies