EU Business Topics (YB1255| 2024)
Februari 2024 – Juni 2024 (examen 12/06/2024)
Compulsary reading: Doing business in Europe by Surder & Lindeque
Docent: Geert Kesteleyn
Inhoudstafel
Class 1: Introduction ................................................................................................................................ 5
How well do you know the EU and Europe? ....................................................................................... 5
Why should we study EU business topics?.......................................................................................... 5
What is the European Union? ............................................................................................................. 5
For people/companies in the EU ..................................................................................................... 5
For people/companies outside of the EU........................................................................................ 6
Challenges for the EU .......................................................................................................................... 6
Some history (5 stages) ....................................................................................................................... 7
1st stage: XVI until XIX century........................................................................................................ 7
2nd stage: XIX century up to WWI .................................................................................................. 7
3rd stage: 1914-1945 ...................................................................................................................... 7
4th stage: post war to 2005/2006 ................................................................................................... 7
5th stage: >2006 .............................................................................................................................. 7
Class 2: The functioning of the EU and of the Single Market .................................................................. 9
How the EU works ............................................................................................................................... 9
Institutions of the EU........................................................................................................................... 9
The 5 main institutions of the EU .................................................................................................... 9
The European Council...................................................................................................................... 9
The European Commission (=workhorse of the EU) ..................................................................... 10
The European Parliament (Voice of the People) ........................................................................... 11
The Council of The European Union (Council of Ministers) .......................................................... 11
Council of Europe .......................................................................................................................... 12
The European Court of Justice ...................................................................................................... 12
The Single market .............................................................................................................................. 12
Objectives of the Single Market .................................................................................................... 13
The four freedoms of the EU ......................................................................................................... 13
What’s in for the Future? .............................................................................................................. 13
The financial system in the EU and the Single Currency ................................................................... 13
Why did some EU countries not join the Eurozone, and thus did not acquire the EURO as their
currency? ....................................................................................................................................... 13
The Economic and Monetary Union (EMU) .................................................................................. 14
Eurogroup ...................................................................................................................................... 14
European Central Bank .................................................................................................................. 14
The Stability and Growth Pact ....................................................................................................... 14
Benefits of the Euro as a currency ................................................................................................ 14
The SEPA : the Single Euro Payments Area ................................................................................... 15
1
,Class 3: Internal and external comparisons of Europe .......................................................................... 15
Macro-economic and geopolitical map of Europe ............................................................................ 15
24 official languages ...................................................................................................................... 15
The different blocks in the EU ........................................................................................................... 17
Regional “blocs” ............................................................................................................................ 18
Brexit ............................................................................................................................................. 19
Comparison of the EU with other “Free Trade Zones” ..................................................................... 19
Economic Integration Agreements:............................................................................................... 19
Key benefits for companies ........................................................................................................... 20
Class 4: Country studies: Brexit and expansions of the EU ................................................................... 20
Introduction Brexit ............................................................................................................................ 20
Who is interested in Brexit ? ......................................................................................................... 21
Who is not interested in Brexit ? ................................................................................................... 21
Reasons.......................................................................................................................................... 21
How did it come to this ?................................................................................................................... 21
Some history .................................................................................................................................. 21
The Western World chose for Bretton Woods.............................................................................. 21
The UK rebate ................................................................................................................................ 22
Margaret Thatcher ........................................................................................................................ 22
John Major ..................................................................................................................................... 22
The UK opt-outs............................................................................................................................. 22
Pre-Brexit ....................................................................................................................................... 22
What were the possible scenarios?................................................................................................... 22
The Brexit Trilemma ...................................................................................................................... 23
Ireland and Northern Ireland ........................................................................................................ 23
Problems........................................................................................................................................ 24
21 months transition period.......................................................................................................... 24
The final solution … (or not?) ............................................................................................................ 24
What has been agreed upon? ....................................................................................................... 24
What are the consequences? ............................................................................................................ 24
For the UK? .................................................................................................................................... 24
And what about Ireland and Northern Ireland?............................................................................ 25
Conclusions of Brexit ......................................................................................................................... 25
Brexit Adjustment Reserve ............................................................................................................ 25
Expansion of the EU .......................................................................................................................... 25
Arguments against EU expansion: ................................................................................................. 25
Arguments in favour of EU expansion: .......................................................................................... 25
In which direction ? ....................................................................................................................... 26
Procedure ...................................................................................................................................... 26
When? ........................................................................................................................................... 27
Class 5: Marketing in Europe + European non-Market Strategy ........................................................... 27
2
, Marketing .......................................................................................................................................... 27
What’s the difference for marketing? B2C versus B2B ................................................................. 27
What is marketing? ....................................................................................................................... 27
Segmentation ................................................................................................................................ 27
Marketing Strategies ..................................................................................................................... 28
The future of marketing in Europe ................................................................................................ 29
Preliminary conclusions................................................................................................................. 30
Intercultural management within Europe ......................................................................................... 30
Diversity in Europe ............................................................................................................................ 30
Negotiation in Europe ....................................................................................................................... 31
Non-marketing (lobbying) ................................................................................................................. 32
Introduction to lobbying................................................................................................................ 32
What is lobbying? .......................................................................................................................... 33
Why is it important in Europe? ..................................................................................................... 34
How does it work? ......................................................................................................................... 34
On what depends its success? ....................................................................................................... 34
Conclusions.................................................................................................................................... 35
Case study TESLA ................................................................................................................................... 35
Questions Tesla Case ..................................................................................................................... 35
Mogelijke kahoot vragen ................................................................................................................... 36
Class 6: The Europeanization of Business Management ....................................................................... 36
Corporate Culture in Europe ............................................................................................................. 36
The functional organization........................................................................................................... 37
International division structure ..................................................................................................... 37
Global Product structure ............................................................................................................... 37
Global Matrix Structure ................................................................................................................. 37
Europeanization of the business environment ................................................................................. 38
Background:................................................................................................................................... 38
Offshoring: ..................................................................................................................................... 38
Outsourcing: .................................................................................................................................. 38
Insourcing: ..................................................................................................................................... 39
How to determine cross-border locations ? (4 criteria) ................................................................ 39
Conclusion ......................................................................................................................................... 40
Case study 2: Lukoil ............................................................................................................................... 40
Issues to think about: .................................................................................................................... 40
Mogelijke vragen Kahoot .................................................................................................................. 41
Class 7: Country studies: Russia + Eastern Europe ................................................................................ 42
Objectives .......................................................................................................................................... 42
Historic evolution of Russia and Eastern Europe .............................................................................. 42
Yugoslavia ...................................................................................................................................... 43
The Balkan war (1991 – 2001) ....................................................................................................... 43
Yugoslavia before and after .......................................................................................................... 43
3
, The Ukraine war ............................................................................................................................ 43
Conclusions.................................................................................................................................... 43
Eastern Europe and Russia today ...................................................................................................... 44
The Baltic States ............................................................................................................................ 44
Russia ............................................................................................................................................. 44
Business opportunities ...................................................................................................................... 45
The war in Ukraine ............................................................................................................................ 45
Possible scenarios:......................................................................................................................... 46
Conclusions........................................................................................................................................ 46
Class 8: Entrepreneurship in Europe ..................................................................................................... 46
Introduction....................................................................................................................................... 46
What is entrepreneurship? ........................................................................................................... 46
Why would it not be feasible? ....................................................................................................... 47
Entrepreneurial Law in the EU and Legal-political Aspects ............................................................... 47
Socio-cultural Aspects ....................................................................................................................... 47
Technological Factors ........................................................................................................................ 47
Procedures: Time, Cost, Minimum Capital Requirements ................................................................ 48
Funding .............................................................................................................................................. 48
The new entrepreneurial landscape in Europe ................................................................................. 49
Conclusions........................................................................................................................................ 50
Class 9: The future of Europe ................................................................................................................ 50
Politics ............................................................................................................................................... 50
First power shift............................................................................................................................. 50
Second power shift ........................................................................................................................ 50
Today ............................................................................................................................................. 50
Economics.......................................................................................................................................... 51
Future developments ........................................................................................................................ 51
External issues ............................................................................................................................... 51
Internal issues................................................................................................................................ 52
To do-list: ....................................................................................................................................... 52
Conclusions........................................................................................................................................ 52
So EU should focus on ................................................................................................................... 52
Class 10: Facts & figures ........................................................................................................................ 53
What does EU do for me? ................................................................................................................. 53
Did you know? ................................................................................................................................... 53
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4
Februari 2024 – Juni 2024 (examen 12/06/2024)
Compulsary reading: Doing business in Europe by Surder & Lindeque
Docent: Geert Kesteleyn
Inhoudstafel
Class 1: Introduction ................................................................................................................................ 5
How well do you know the EU and Europe? ....................................................................................... 5
Why should we study EU business topics?.......................................................................................... 5
What is the European Union? ............................................................................................................. 5
For people/companies in the EU ..................................................................................................... 5
For people/companies outside of the EU........................................................................................ 6
Challenges for the EU .......................................................................................................................... 6
Some history (5 stages) ....................................................................................................................... 7
1st stage: XVI until XIX century........................................................................................................ 7
2nd stage: XIX century up to WWI .................................................................................................. 7
3rd stage: 1914-1945 ...................................................................................................................... 7
4th stage: post war to 2005/2006 ................................................................................................... 7
5th stage: >2006 .............................................................................................................................. 7
Class 2: The functioning of the EU and of the Single Market .................................................................. 9
How the EU works ............................................................................................................................... 9
Institutions of the EU........................................................................................................................... 9
The 5 main institutions of the EU .................................................................................................... 9
The European Council...................................................................................................................... 9
The European Commission (=workhorse of the EU) ..................................................................... 10
The European Parliament (Voice of the People) ........................................................................... 11
The Council of The European Union (Council of Ministers) .......................................................... 11
Council of Europe .......................................................................................................................... 12
The European Court of Justice ...................................................................................................... 12
The Single market .............................................................................................................................. 12
Objectives of the Single Market .................................................................................................... 13
The four freedoms of the EU ......................................................................................................... 13
What’s in for the Future? .............................................................................................................. 13
The financial system in the EU and the Single Currency ................................................................... 13
Why did some EU countries not join the Eurozone, and thus did not acquire the EURO as their
currency? ....................................................................................................................................... 13
The Economic and Monetary Union (EMU) .................................................................................. 14
Eurogroup ...................................................................................................................................... 14
European Central Bank .................................................................................................................. 14
The Stability and Growth Pact ....................................................................................................... 14
Benefits of the Euro as a currency ................................................................................................ 14
The SEPA : the Single Euro Payments Area ................................................................................... 15
1
,Class 3: Internal and external comparisons of Europe .......................................................................... 15
Macro-economic and geopolitical map of Europe ............................................................................ 15
24 official languages ...................................................................................................................... 15
The different blocks in the EU ........................................................................................................... 17
Regional “blocs” ............................................................................................................................ 18
Brexit ............................................................................................................................................. 19
Comparison of the EU with other “Free Trade Zones” ..................................................................... 19
Economic Integration Agreements:............................................................................................... 19
Key benefits for companies ........................................................................................................... 20
Class 4: Country studies: Brexit and expansions of the EU ................................................................... 20
Introduction Brexit ............................................................................................................................ 20
Who is interested in Brexit ? ......................................................................................................... 21
Who is not interested in Brexit ? ................................................................................................... 21
Reasons.......................................................................................................................................... 21
How did it come to this ?................................................................................................................... 21
Some history .................................................................................................................................. 21
The Western World chose for Bretton Woods.............................................................................. 21
The UK rebate ................................................................................................................................ 22
Margaret Thatcher ........................................................................................................................ 22
John Major ..................................................................................................................................... 22
The UK opt-outs............................................................................................................................. 22
Pre-Brexit ....................................................................................................................................... 22
What were the possible scenarios?................................................................................................... 22
The Brexit Trilemma ...................................................................................................................... 23
Ireland and Northern Ireland ........................................................................................................ 23
Problems........................................................................................................................................ 24
21 months transition period.......................................................................................................... 24
The final solution … (or not?) ............................................................................................................ 24
What has been agreed upon? ....................................................................................................... 24
What are the consequences? ............................................................................................................ 24
For the UK? .................................................................................................................................... 24
And what about Ireland and Northern Ireland?............................................................................ 25
Conclusions of Brexit ......................................................................................................................... 25
Brexit Adjustment Reserve ............................................................................................................ 25
Expansion of the EU .......................................................................................................................... 25
Arguments against EU expansion: ................................................................................................. 25
Arguments in favour of EU expansion: .......................................................................................... 25
In which direction ? ....................................................................................................................... 26
Procedure ...................................................................................................................................... 26
When? ........................................................................................................................................... 27
Class 5: Marketing in Europe + European non-Market Strategy ........................................................... 27
2
, Marketing .......................................................................................................................................... 27
What’s the difference for marketing? B2C versus B2B ................................................................. 27
What is marketing? ....................................................................................................................... 27
Segmentation ................................................................................................................................ 27
Marketing Strategies ..................................................................................................................... 28
The future of marketing in Europe ................................................................................................ 29
Preliminary conclusions................................................................................................................. 30
Intercultural management within Europe ......................................................................................... 30
Diversity in Europe ............................................................................................................................ 30
Negotiation in Europe ....................................................................................................................... 31
Non-marketing (lobbying) ................................................................................................................. 32
Introduction to lobbying................................................................................................................ 32
What is lobbying? .......................................................................................................................... 33
Why is it important in Europe? ..................................................................................................... 34
How does it work? ......................................................................................................................... 34
On what depends its success? ....................................................................................................... 34
Conclusions.................................................................................................................................... 35
Case study TESLA ................................................................................................................................... 35
Questions Tesla Case ..................................................................................................................... 35
Mogelijke kahoot vragen ................................................................................................................... 36
Class 6: The Europeanization of Business Management ....................................................................... 36
Corporate Culture in Europe ............................................................................................................. 36
The functional organization........................................................................................................... 37
International division structure ..................................................................................................... 37
Global Product structure ............................................................................................................... 37
Global Matrix Structure ................................................................................................................. 37
Europeanization of the business environment ................................................................................. 38
Background:................................................................................................................................... 38
Offshoring: ..................................................................................................................................... 38
Outsourcing: .................................................................................................................................. 38
Insourcing: ..................................................................................................................................... 39
How to determine cross-border locations ? (4 criteria) ................................................................ 39
Conclusion ......................................................................................................................................... 40
Case study 2: Lukoil ............................................................................................................................... 40
Issues to think about: .................................................................................................................... 40
Mogelijke vragen Kahoot .................................................................................................................. 41
Class 7: Country studies: Russia + Eastern Europe ................................................................................ 42
Objectives .......................................................................................................................................... 42
Historic evolution of Russia and Eastern Europe .............................................................................. 42
Yugoslavia ...................................................................................................................................... 43
The Balkan war (1991 – 2001) ....................................................................................................... 43
Yugoslavia before and after .......................................................................................................... 43
3
, The Ukraine war ............................................................................................................................ 43
Conclusions.................................................................................................................................... 43
Eastern Europe and Russia today ...................................................................................................... 44
The Baltic States ............................................................................................................................ 44
Russia ............................................................................................................................................. 44
Business opportunities ...................................................................................................................... 45
The war in Ukraine ............................................................................................................................ 45
Possible scenarios:......................................................................................................................... 46
Conclusions........................................................................................................................................ 46
Class 8: Entrepreneurship in Europe ..................................................................................................... 46
Introduction....................................................................................................................................... 46
What is entrepreneurship? ........................................................................................................... 46
Why would it not be feasible? ....................................................................................................... 47
Entrepreneurial Law in the EU and Legal-political Aspects ............................................................... 47
Socio-cultural Aspects ....................................................................................................................... 47
Technological Factors ........................................................................................................................ 47
Procedures: Time, Cost, Minimum Capital Requirements ................................................................ 48
Funding .............................................................................................................................................. 48
The new entrepreneurial landscape in Europe ................................................................................. 49
Conclusions........................................................................................................................................ 50
Class 9: The future of Europe ................................................................................................................ 50
Politics ............................................................................................................................................... 50
First power shift............................................................................................................................. 50
Second power shift ........................................................................................................................ 50
Today ............................................................................................................................................. 50
Economics.......................................................................................................................................... 51
Future developments ........................................................................................................................ 51
External issues ............................................................................................................................... 51
Internal issues................................................................................................................................ 52
To do-list: ....................................................................................................................................... 52
Conclusions........................................................................................................................................ 52
So EU should focus on ................................................................................................................... 52
Class 10: Facts & figures ........................................................................................................................ 53
What does EU do for me? ................................................................................................................. 53
Did you know? ................................................................................................................................... 53
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4
