Management & Strategy 3: Global Market Expansion Strategy and Execution
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• systematically conduct international market and competitive analyses using relevant academic frameworks.
• critically reflect on key theories of internationalization and classify them in context.
• evaluate different market entry strategies, derive suitable courses of action and align them with the overarching corporate strategy.
• analyze the opportunities and risks of global expansion projects and assess their strategic significance.
• take global integration requirements, local adaptation needs and location advantages into account when assessing expansion decisions.
• identify and explain key challenges of international expansion.
• develop viable concepts for implementing expansion strategies and, based on this, formulate well-founded strategic recommendations for action.
• can critically evaluate academic studies.
• systematically conduct international market and competitive analyses using relevant academic frameworks.
• critically reflect on key theories of internationalization and classify them in context.
• evaluate different market entry strategies, derive suitable courses of action and align them with the overarching corporate strategy.
• analyze the opportunities and risks of global expansion projects and assess their strategic significance.
• take global integration requirements, local adaptation needs and location advantages into account when assessing expansion decisions.
• identify and explain key challenges of international expansion.
• develop viable concepts for implementing expansion strategies and, based on this, formulate well-founded strategic recommendations for action.
• can critically evaluate academic studies.
Prerequisites for the course
-
Course content
• Analysis of international markets, competitive environments and institutional frameworks
• Theories of internationalization (Uppsala model, eclectic paradigm, born globals, international new ventures, etc.)
• Global market entry strategies (export, licensing, joint ventures & strategic alliances, etc.)
• Forms of foreign direct investment (FDI) (WFOEs, greenfield investments, M&A, etc.)
• Market selection (screening of target markets, OLI model, risk assessments, etc.)
• Global market expansion and emerging market strategy
• Strategic planning of international expansion (timing and sequencing of expansion, first-mover vs. follower, etc.)
• Global integration vs. local responsiveness (I-R framework)
• Comparative advantage vs. location-specific advantage
• Strategic alignment of global expansion with corporate strategy
• Challenges of internationalization and reverse internationalization
• Applying academic concepts to problems faced by multinational enterprises (MNEs)
• Theories of internationalization (Uppsala model, eclectic paradigm, born globals, international new ventures, etc.)
• Global market entry strategies (export, licensing, joint ventures & strategic alliances, etc.)
• Forms of foreign direct investment (FDI) (WFOEs, greenfield investments, M&A, etc.)
• Market selection (screening of target markets, OLI model, risk assessments, etc.)
• Global market expansion and emerging market strategy
• Strategic planning of international expansion (timing and sequencing of expansion, first-mover vs. follower, etc.)
• Global integration vs. local responsiveness (I-R framework)
• Comparative advantage vs. location-specific advantage
• Strategic alignment of global expansion with corporate strategy
• Challenges of internationalization and reverse internationalization
• Applying academic concepts to problems faced by multinational enterprises (MNEs)
Recommended specialist literature
• Hill, C. W. L. & Hult, G. T. M: International Business – Competing in the Global Marketplace, McGraw Hill (latest edition)
• Peng, M. W.: Global Strategy, Cengage (latest edition)
• 1-2 current articles from professional journals
• Peng, M. W.: Global Strategy, Cengage (latest edition)
• 1-2 current articles from professional journals
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
4
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
3