Intendierte Lernergebnisse
The general theme of your assignment is: Business Opportunities for an Austrian company in ….!Possible regions/countries: Other EU or European countries outside EU, UK (Brexit), US, China, India, Russia, Brazil, Mexico, Indonesia, Japan, Australia, Nigeria, Ethiopia, Democratic Republic Congo, South Africa, Kenia, Uganda, Tanzania(Feel free to suggest other regions/countries).Discussion AreasWhile preparing the course paper and presentation, please discuss the following:Describe and analyze the region/country that you have been assigned to in detail (history, political system, economy, society, religion, health system, …). Introduce the region/country to the audience!Pick an Austrian company (or found a start-up) and assume it planned a move to the region/country.Prepare a market analysis for the company (e.g., PESTL) (this is related to topic 1 above) and estimate the market potential.Which form of entry strategy do you recommend (e.g., export, joint venture, strategic alliance, franchise or merger/acquisition)? Why?Describe/develop the company’s or products’ USP for the foreign market. Explain why you think that the move will be successful. What is the positioning of the company/products in the new market? Why do you think customers will like it? How does the company differentiate from competitors? What are the most dangerous pitfalls of the move?Develop the marketing mix: Product, price, distribution, communication (4 Ps or 7 Ps).All these aspects will be taken into consideration when your paper is graded. The following readings can help get you on track:Statistics from e.g. world bank, UN, WHO, EU, etc.Hollensen, Svend (2017): Global Marketing, Pearson, 7th edition (or other textbooks on international/global marketing)Solomon, Michael R. (2018): Consumer Behavior, Global Edition, Pearson, 12th edition (or other textbooks on consumer behavior).House, R.J., P.J. Hanges, M. Javidan, P.W. Dorfman, and V. Gupta, (2004, eds.), Culture, Leadership, and Organizations, Thousand Oaks: SageHofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations (2nd Ed.). Thousand Oaks, CA: SageHall, S. (1996). Stuart Hall: Critical Dialogues in Cultural Studies;Schwartz, Sh. (1994). Beyond individualism/collectivism: New cultural dimensions of values. In Kim, Uichol; Triandis, Harry C.; Kâğitçibaşi, Çiğdem; Choi, Sang-Chin and Yoon, Gene (Eds). Individualism and collectivism: Theory, method, and applications. Cross-cultural research and methodology series, Vol. 18, (pp. 85-119). Thousand Oaks, CA, US: Sage Publications, Inc.The list above is by no means exhaustive, so feel free to add appropriate sources.
Lehrmethodik inkl. Einsatz von eLearning-Tools
RequirementsFor this course you will be required to prepare a business analysis and(1) submit it as a course paper (individual paper), and(2) make a creative presentation of your findings, and(3) attend the days of presentation and participate actively.Important Dates and Deadlines: see Moodle
Inhalt/e
The general theme of your assignment is: Business Opportunities for an Austrian company in ….!
Erwartete Vorkenntnisse
This course is reserved exclusively for International Management students who spend their semester abroad in summer 2024 or winter semester 2024. Students who start their International Management studies in October 2023 cannot enroll in this course.
Curriculare Anmeldevoraussetzungen
The lecture is part of the master's degree programme "International Management" and can therefore only be attended by students registered for the particular programme.