NBA 5990 - Business Strategy in Europe

Fall. 1.5 credits.

E. Iankova.

This course will introduce you to the opportunities and risks of operating in the dynamic European environment within the context of strong processes of globalization, regional integration, and transatlantic US-EU free trade talks. You will learn about the specifics of doing business in the European Union, compared with the United States and the group of major emerging markets. We will look at the institutional settings of the macro political, economic and social environments in the EU, the role of the state versus the market, and the role of culture as determinants of corporate strategies and behavior in Europe. We will further discuss different strategies for entering the European market and establishing operations there; the determinants of entrepreneurship and management; as well as marketing and advertising in Europe.