Universität Wien FIND
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040824 VK EC GCM: Market Entry Strategies (VK) (2019W)

4.00 ECTS (2.00 SWS), SPL 4 - Wirtschaftswissenschaften
Continuous assessment of course work

service email address: opim.bda@univie.ac.at


Note: The time of your registration within the registration period has no effect on the allocation of places (no first come, first served).


max. 60 participants
Language: English



The attendance of the first session on 08.10.2019 15.00-16.30 is mandatory.
The exam is on 14.01.2020 15.00-16.30.


Aims, contents and method of the course

This course is concerned with the market entry decision of firms. It gives an overview of the theoretical approaches to the issues of selection of an appropriate market entry mode by a firm. Such fundamental questions as where, when, and how to enter a foreign market are discussed within the course. The theoretical foundation and the empirical applications of the following market entry modes are discussed: direct and indirect exporting, licensing, strategic alliances (non-equity and equity arrangements), franchising, FDI (brownfield investments, greenfield investments, etc.) as well as mergers & acquisitions.
Moreover, the specific focus of the course is on the most pressing issues faced by international firms, including the decisions about outsourcing and offshoring, as well as the challenges of balancing the interests of multiple groups of stakeholders and the role of Corporate Social Responsibility it this process.
In all discussions the students are encouraged to think about the complexity of cultural and political environments encountered by firms in the course of their global expansion.
As a result, by the end of the course the students are expected to be able to evaluate the advantages and drawbacks related to different modes of market entry. They should be able to provide a coherent proposition for the specific firm in terms of which country / region, when and how it should enter in order to build and utilize its competitive advantage.

Assessment and permitted materials

Grading Formula
25% - Participation and in-class assignments
25% - Business Case Analysis
50% - Final Exam
(closed books, written form, open-end questions, extended analysis with examples)

Minimum requirements and assessment criteria

Students need over 50% of the score for the Final Exam in order to get a positive overall grade for the course.
Minimum attendance requirement - 75% of classes.

Examination topics

Required Readings:
CAVUSGIL, S. T., KNIGHT, G., & RIESENBERGER, J. R. (2014). International business: The new realities. Harlow, Pearson Education Limited.

Reading list

Additional Readings:

WALL, S., MINOCHA, S., & REES, B. (2015). International business. Harlow, England, Pearson.
WORLD BANK. Annual World Development Reports. Washington, DC: World Bank.
UNITED NATIONS. (2015). Millennium development goals report 2015. [S.l.], United Nations Pubns.

Other Materials: Other class materials such as lecture slides are to be made available before the actual start of the classes.

Association in the course directory

Last modified: Tu 28.01.2020 11:47