06260220 - Management in Central European Countries

Niveau de diplôme Master - Semestre 3
Crédits ECTS 3
Volume horaire total 21
Volume horaire CM 21

Responsables

Hana Machková

Formations dont fait partie ce cours

Objectifs

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

Contenu

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

Bibliographie

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 :
 
  1. MACHKOVÁ, Hana, MAYRHOFER, Ulrike. Market Entry Strategies of Car Manufacturers in the Czech Republic. [online]. Paris : CCIP, 2018.
  2. 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.
  3. 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.

Contrôles des connaissances

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%.

Informations complémentaires

TEACHING METHODS
Lectures, readings, case studies