Vorlesungsverzeichnis

Corporate Entrepreneurship (Seminar)

Inhalt: In today’s world, entrepreneurship is an essential and indispensable element in the success of every international business organization - whether small or large, new or long-established and mature. Corporate entrepreneurship (or intrapreneurship) can be defined as the process by which teams within an established international company conceive, initiate, launch and manage a new business area. Corporate entrepreneurship thus refers to a wide range of activities involved in creating and exploiting new, innovative resource combinations in the context of existing corporations. This includes starting new lines of business or new product units, setting up new practice areas or managing spin-offs – as well as establishing firm-level processes to ensure the successful development of new businesses. Corporate entrepreneurship aims to improve organizational profitability, enhance competitive position, or initiate the strategic renewal of an existing business, sometimes also in more socially-oriented or environmentally-friendly directions. This course on Corporate Entrepreneurship assists students in initiating and managing the process of building a new business (area) inside an established firm by exploring the entrepreneurial approaches utilized by successful international companies. Through bringing knowledge from the field of entrepreneurship to established companies, students will learn how to apply new tools and approaches relevant in a corporate entrepreneurship journey. The course will combine lectures with interactive formats and group work, and it will be taught in three blocks taking place on Fridays and Saturdays.

Culture & Consumer Behavior - Implications for International Marketing (Seminar)

Dozent/in: Meikel Soliman

Termin:
wöchentlich | Dienstag | 16:15 - 17:45 | 12.10.2020 - 29.01.2021 | Online-Veranstaltung

Inhalt: This course will make students familiar with culture and its influence on consumer behavior and the challenges that arise for multinational corporations. In Part A, this course discusses the global consumer and the relevant for international marketing. In Part B, this course disentangles the term culture and focuses on understanding the influence of culture on consumer behavior. In that a variety of issues such as how culture shapes cognitions, emotions and attitudes and influences persuasion are presented. Additionally, cultural differences of consumers with respect to branding and brand relationships are discussed. In Part C, this course uses these aforementioned topics to derive implications for international marketing. In that questions regarding international segmentation, product development and communication are discussed.

Doing international business in times of change (Seminar)

Dozent/in: Sarah Tischer

Inhalt: This course will make students familiar with the particular challenges that arise for multinational corporations (MNCs) in the era of globalization. The course will focus on the context and dynamics of international business (such as new global governance, international business after Covid-19, cross-cultural collaboration) and cover a broad range of issue on the ethical implications of doing global business (e.g., supply chains, intellectual property & access to pharmaceuticals, human rights). The course will combine short lectures with group discussions, presentations and case studies.

International strategic management (Seminar)

Dozent/in: Stephanie Schrage

Inhalt: International strategic management is of topical interest for both the practice of multinational enterprises and business management theory. Dealing with the strategic aspects of international management seems not only challenging but also necessary. Long-term survival in the market and the gaining of sustainable competitive advantages are in general not primarily due to indicators such as an enterprise’s size or age but rather to its successful strategies for global competition. Therefore, developing and implementing strategies are the most important tasks for the management of multinational enterprises. This class will start with a kick off introductory lecture to the field of international strategic management, where we will discuss terms and concepts. Students will be introduced to a selection of research topics from the discipline of international strategic management (e.g. internationalization process theory, global value chain theory, Porter’s Five Forces, paradox theory, platform business models). In a second meeting, students will be able to choose one research topic and will be allocated to groups. After a period of group work and feedback from the lecturer, students will give group presentations on two subsequent presentation days. After the presentation, each student independently will write a paper on their research topic.

Vorlesungsverzeichnis

Lehrveranstaltungen

Corporate Entrepreneurship (Seminar)

Culture & Consumer Behavior - Implications for International Marketing (Seminar)

Doing international business in times of change (Seminar)

International strategic management (Seminar)