BUS 493D - BUSINESS IN EUROPE
Thomas G. Drape, Ph.D.
Associate Professor
tdrape@pugetsound.edu
(253) 879-3157 (Office)
(253) 858-2125 (Home)
CLASS MEETING TIMES
T TH
2:00–3:20 pm (Ho203)
OFFICE HOURS
T TH
8:30-9:30 am (Mc111A) and always by
appointment
REQUIRED MATERIALS
Doing Business in Europe, 2nd Edition, by Gabriele Suder, ISBN: 9780857020857
Additional readings as assigned during class.
COURSE DESCRIPTION
From Greece to Spain and around the European Union (EU), we are witnessing fast-paced
changes of historic proportions. This is an important time to analyze the current events in the EU
and the subsequent challenges and opportunities for doing business within the EU. We will
discuss European identity, history and politics of the European business environment, euro crisis
and other business-related topics. In addition, we will analyze international and European
companies and their business operations across Europe.
COURSE OBJECTIVES
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Appreciate the role of history and politics in shaping the EU business environment
Understand the complex nature of the EU and Europeanization of business management
Establish a framework for how the EU rules/agendas are set including lobbying efforts
Analyze and learn from international and European companies doing business in Europe
Apply knowledge from the course to business news in the popular European press
Strengthen written and verbal communication skills
ATTENDANCE AND PARTICIPATION
This course is highly interactive and participatory, so the expectation is that each student
takes an active role in providing relevant contributions to discussions every class meeting. You
are expected to arrive to class on time and to remain in class until the end of the class session.
Habitual tardiness and multiple absences (without an approved excuse) will result in a reduction
to your participation grade. Do not schedule trips or activities during scheduled exams.
ACADEMIC HONESTY
Academic honesty is highly valued at the University of Puget Sound and you are
expected to behave ethically and honestly throughout this course. Academic dishonesty can take
many forms including misrepresentation of another person’s work as your own, taking credit for
someone else’s words or ideas, and soliciting or accepting help on a test or assignment when you
are expected to work independently. Any case of academic dishonestly will be taken seriously
and pursued in accordance with University policies and procedures.
HUMAN RELATIONS CLIMATE POLICY
As a member of this class, you are expected to show and receive respect for all people
regardless of their race, religion, gender, national origin, color, or status. Such respect
specifically precludes any type of harassment, inappropriate comments, or hostile environment.
We expect the climate to be professional at all times, and we encourage you to do your part in
making this happen.
DISABILITY STATEMENT
If you have a physical, psychological, medical or learning disability that may impact your
course work, please contact Peggy Perno, Director of Disability Services at 879-3395 (105
Howarth). She will determine with you what accommodations are necessary and appropriate.
All information and documentation is confidential.
EMERGENCY STATEMENT
Please review university emergency preparedness and response procedures posted at
www.pugetsound.edu/emergency/. There is a link on the university home page. Familiarize
yourself with hall exit doors and the designated gathering area for your class and buildings.
If building evacuation becomes necessary (e.g. earthquake), meet your instructor at the
designated gathering area so she/he can account for your presence. Then wait for further
instructions. Do not return to the building or classroom until advised by a university emergency
response representative.
If confronted by an act of violence, be prepared to make quick decisions to protect your
safety. Flee the area by running away from the source of danger if you can safely do so. If this
is not possible, shelter in place by securing classroom or lab doors and windows, closing blinds,
and turning off room lights. Lie on the floor out of sight and away from windows and
doors. Place cell phones or pagers on vibrate so that you can receive messages quietly.
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GRADE DISTRIBUTION
You will be evaluated on the basis of written case studies and papers, critical notes, oral
presentations and class participation. You may earn up to 1000 points in this class as follows:
Case Study #1
Paper #1
Case Study #2
Paper #2
Current Event Presentation
Critical Notes
Final Project
Class Participation
Total for Course
Case Studies
10%
10%
15%
10%
5%
15%
20%
15%
100 points
100 points
150 points
100 points
50 points
150 points
200 points
150 points
100%
1,000 points
25%
Students will develop two individual-effort case studies during the semester. Specific goals and
instructions for each case study will be provided separately.
Paper #1/ #2
20%
Students will sign up for a European country to analyze during the semester. As part of this
analysis, students will write two individual-effort papers examining specific aspects of the
business environment for their chosen country.
Final Project
20%
The final project is a summary paper and presentation to the class on their European country of
analysis. Specific instructions for the two papers and final project will be provided separately.
Critical Notes
15%
Students will write critical notes on each course chapter before the class discussion on that
particular chapter. The dates and specific objectives for the critical notes will be provided at the
beginning of the course.
Current Event Presentation
5%
Students will present a current event on their European country of analysis. A sign-up sheet and
more specifics will be provided at the beginning of the course.
Class Participation
15%
Participation is expected in this course. Please come to class well prepared to discuss the day’s
topic and be ready for any pop-quizzes to reward attentive reading.
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COURSE SCHEDULE
This course will use Moodle to post articles and other short readings and assignments. The
course schedule may change depending upon our pace. Any changes to the reading assignments
will be announced in class. You will also be responsible for all material covered during class
time that does not appear on this syllabus (e.g., handouts, videos, etc.) including in-class
assignments.
WEEK 1
1/22 (T)
1/24 (TH)
WEEK 2
1/29 (T)
1/31 (TH)
Class introduction
Article: What, Where and Why is Europe?
The New European Business Environment (Ch. 1)
Article: The Continental Divide
Mini-Case: The EU Teaches MTV Local Lessons
PART I: THE EUROPEAN BUSINESS GAME: THE IMPACT OF SIX DECADES
WEEK 3
2/5 (T)
2/7 (TH)
Landmarks of European Integration:
How History and Politics Shape the Business Environment (Ch. 2)
WEEK 4
2/12 (T)
2/14 (TH)
Case: Airbus - A Catalyst of European Integration Part I
Case: Airbus - A Catalyst of European Integration Part II
WEEK 5
2/19 (T)
2/21 (TH)
Enlargement and the Theories of Integration (Ch. 3)
Article: Turkey and the European Union / Paper #1 Due
WEEK 6
2/26 (T)
2/28 (TH)
Institutional Players – How the Rules and Agendas of the European
Business Environment are Set (Ch. 4)
Mini-Case: EU vs. the World and Themselves: The Beef Hormone Debate
PART II: BUSINESS EUROPEANIZATION
WEEK 7
3/5 (T)
3/7 (TH)
The Europeanization of a Business Environment (Ch. 5)
Article: The Debate over EU free movement
Case #1: The European Market for Schunk: Audit of Europeanization
WEEK 8
3/12 (T)
3/14 (TH)
The Europeanization of Business Management (Ch. 6)
Mini-Case: Arla Food - Can the dairy and food industry Europeanize?
WEEK 9
Spring Recess
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PART III: BUSINESS ACTIVITY FUNCTIONS IN THE EUROPEAN ENVIRONMENT
WEEK 10
3/26 (T)
3/28 (TH)
WEEK 11
4/2 (T)
4/4 (TH)
WEEK 12
4/9 (T)
4/11 (TH)
European Economics, Finance and Funding (Ch. 7)
Article: Why the Euro will Survive
Mini-Case: The Trade War That Went Bananas
Case #2: The Europeanization of Marimekko: International Growth and
Single Market Effects
Article: Strengthening of the EU Single Market / Paper #2 Due
Marketing in Europe (Ch. 8)
Article: How do major EU companies communicate a corporate identity
Mini-Case: Budweiser - The 100 Year Old Trademark Dispute
WEEK 13
4/16 (T)
4/18 (TH)
Case: Haier - A Global Chinese Corporation Feels at Home in Germany
http://euobserver.com/china
WEEK 14
4/23 (T)
4/25 (TH)
Lobbying the Playing Field (Ch. 9)
Article: Lobbying the European Parliament: A necessary evil
WEEK 15
4/30 (T)
5/2 (TH)
Final Project Presentations
Final Project Presentations
WEEK 16
5/7 (T)
Final Project Presentations
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