Taking the individual firm as the basic unit of analysis for this module, the main aim is to apply strategic management tools and concepts to the challenge of managing a business in a European context, which itself is located within the broader global economic, political and social context. European business will be taken in the broad sense of companies with operations in Europe. Raising awareness of sustainable development related issues in the framework of the EU Single Market is at the core of this module.
Outline Syllabus
Strategic Analysis: Review of the macro-environmental framework (economic, technological, legal, environmental, social, cultural) in which businesses operate in Europe
Understanding the regulatory framework of the European Union and its effect on business activity: SEM, competition, trade, industrial policy, EMU, energy policy, Europe's digital market; R&D and Innovation policy in Europe; Corporate social responsibility in Europe; European business and the global context; EU/global environment relations; Regional economic integration across the world
International trade; the TTIP; Cross-cultural management in the EU; Implications of a Brexit for European business; Case study; implications of service liberalisation for business. Case study: competition in the European energy sector. Case study: Banana War.
Strategy formulation and implementation: Identifying strategic and commercial risks related to competition within different sectors using case studies. Business opportunities and threats related to CEE countries: Strategic options for market entry
Business challenges related to EU-China economic relations