06260220 - Management in Central european countries

Diploma level Master - Semester 3
Credit hour 3
Total number of hours 21
Number of hours for lectures 21

Directors

Hana MACHKOVA

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, especially 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 differences across different markets,
  • to learn to apply key concepts in international management 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, Potential 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 strategies
  • 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 development 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

PRESCRIBED TEXTS AND PUBLICATIONS :

  1. Machková, H., Král, P.: International marketing : theory, practices and new trends. 2nd ed., Oeconomica 2016.
  2. MACHKOVÁ, Hana, TAUŠER, Josef. Business Excellence in the Beer Industry. International Journal of Business Excellence [online]. 2021, p. 1–14. eISSN 1756-0055. ISSN 1756-0047.
  3. LIVIAN, Yves Frederic, MACHKOVÁ, Hana. Culture et gestion en République Tchèque. In : DAVEL, Eduardo, DUPUIS, Jean-Pierre, CHANLAT, Jean-Francois. Gestion en contexte interculturel.

RECOMMENDED TEXTS AND PUBLICATIONS :
  1. Ghauri, P, Cateora, P : International Marketing, McGraw Hill, 2021, ISBN 978-1-5268-4859-8.

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE :
  • MACHKOVÁ, Hana, MAYRHOFER, Ulrike. Market Entry Strategies of Car Manufacturers in the Czech Republic. [online]. Paris : CCIP, 2018.
  • 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.
  • THIVANT, Eric, MACHKOVÁ, Hana. An Analysis of French Mergers and Acquisitions in Different Sectors of the Czech Economy. Central European Business Review [online]. 2017, vol. 6, no. 1, p. 48–60. eISSN 1805-4862. ISSN 1805-4854. DOI: 10.18267/j.cebr.172.

Tests

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

Continuing Examination
Case study preparation, discussion and team work results presentations.

Additional Information

TEACHING METHODS
Lectures, readings, case studies
Lectures, case studies, team work, student presentations on CEE countries.