A83220 Doing Business Around the World

Scuola di Economia e Management
Syllabus
Academic Year 2013/14 Second Semester

foto
Docente TitolareAnna Paola Della Valle
E-mailadellavalle@liuc.it
Office"Torre" (main tower), 7th floor
Phone

Learning Objectives

At the end of the course the student will be able:

(a) To identify and analyze firm-specific objectives and organizational, pricing and marketing strategies tailored to business success under specific market structures.

(b )To address the extent to which government intervention into markets in the form of antitrust enforcement and/or regulations may affect the specific structure of the market and firm strategy.

(c)To develop a focused, well-defined lobbying/public affairs strategy. 

Course Prerequisite (no exceptions): The course is meant for graduate students in economics who have a solid foundation in microeconomic theory and industrial organization.  Undergraduate students who are in their final year of coursework can be admitted to the course only upon permission of the instructor. 

Course Content

This is a course in applied industrial organization.  As such, it includes a review of the main models of market structure as a basis for analyzing and discussing real world decision-making by market participants, including firms, consumers and government regulators.  The aim of the course is to give students a strategic understanding of the behavior of firms and other market participants in economies across the world.  It does so by focusing on ways in which firm-specific strategies influence market structure, as well as ways in which firms choose strategies in response to the structure of the markets in which they operate.  Within this context, the government can play an important role in influencing firm behavior, market structure and market outcome.    

The lectures will make extensive use of real-world examples and case studies to illustrate and analyze these relationships and interactions, including:

  • Hollywood strategy: what movies to release and when
  • Boeing/Airbus: whether to develop new large-body aircraft
  • Collusion pays off--until you’re caught: vitamins, flat screens, beer.
  • The Italian highway system: a public/private partnership
  • Eastern Europe: privatize, liberalize—too much too soon? 
  • Monopolization antitrust suits: Microsoft and Intel
  • Cheap chinese imports: rationales for and against trade restrictions
  • Bayer, Coca-Cola, Gucci: the power of brand name
  • Zegna, Ferrero, Armani:privately held and proud of it

The course will also feature guest speakers who are experts in their respective fields.  

Past Guest Speakers:

  1. Luxury goods: Anna Zegna, Image Director Zegna Group, President Zegna Foundation
  2. Banking: Dr. Eugenio Namor, Professor LIUC, President Anthilia Capital Partners
  3. Lobbying in ETFs and taxation: Dr. Federico Sidoti, consultant Ecomunicare

Workshop in Lobbying Strategies: The course includes a separate mandatory workshop of 20 hours taught by Prof. Stefano Massa.  The workshop offers students an in–depth analysis of the role of lobbying and public affairs as a business strategy using a practical case study approach and in-class simulations. 

Course Delivery

The course will run under a lecture format requiring active students’ involvement. Students are responsible for LEARNING the assigned lecture material before coming to class and for PROVIDING a meaningful contribution to the discussion led by the instructor. Enrollment in this class involves a commitment from students to dedicate the time and energy required to be prepared and active class participants.  

Students are invited to extend their reading and research of lecture topics to papers, articles, blogs and interviews through personal search on the internet, news and academic media.

Students are responsible for consulting on a regular basis the website of the course on “my.liuc.it” where lecture materials and course updates are posted. No excuses accepted for any failure during the course due to a delayed consultation of the website.  

Course Evaluation

Attending students: The overall course grade will be 70% (21/30 points) from Prof. Della Valle's portion of the course and 30% (9 points) from the Laboratory in Lobbying Strategy taught by Prof. Massa. 

The grade for Prof. Della Valle's portion of the course will be based on class attendance and participation (25%), group projects (50%) and a final written exam (25%).

The grade for the laboratory will be based on class attendance and participation (50%) and in class group presentation (50%). 

Class participation: Class participation is measured by class attendance, answers to instructor’s questions and active participation in class discussions.

Group project: Student groups will prepare an in-class presentation and written report on a real-world case study or hypothetical business strategy of their choosing relevant to the content of the course.  Professors Della Valle and Massa will meet and communicate with each of the groups to approve and discuss the topic.   

Group projects should meet the following requirements:  

1. Identify an interesting and useful research question of historical or contemporary value to industry or government policy and decision makers in business strategy, management, marketing or lobbying.

2. Develop the framework and analysis which provides the context for answering the research question(s).

3. Collect and analyze relevant data and information.

4. Present the group project to the class in a well-constructed, interesting presentation.  The class is your audience! 

5. Communicate the results of the project in an articulate and well-cited research paper exhibiting detailed knowledge of the topic chosen.

Final exam: The final exam will be a written exam in which students will be required to answer questions related to the course material.

Note: Attending students are strongly urged to take the final exam on the first available exam date following the end of classes (primo appello) when all of the course material is fresh in their minds but may choose  to take the exam on the second available exam date (secondo appello).  Beyond those dates, students who have not completed the course requirements will be considered to be non-attending and required to submit to the corresponding grading guidelines for non-attending students (see below.)  

Non attending students:

Due to the nature and structure of this course, students are strongly discouraged from following this course if they cannot attend classes.  However, those students who wish to do so can take a non-attending student exam which will be based on comprehensive knowledge of the following:

1. All of the material (lecture slides, notes and readings) posted on MY LIUC for the course. For materials relating to the laboratory portion of the course on lobbying strategy the non-attending student should contact Prof. Massa avvocatomassa@hotmail.com.

2. The contents of Lynne Pepall, Dan Richards, George Norman, Industrial Organization: Contemporary Theory and Empirical Applications, 4th Edition, January 2008, Wiley-Blackwell, all chapters except Part VII Network and Auctions.  The exam for non-attending students will include questions aimed at assessing the student’s preparation in applied microeconomics and industrial organization.

In addition to the final exam, non attending students will prepare and submit two individual papers: the first on a topic relating to Prof. Della Valle’s portion of the course and the second relating to the lobbying portion of the course. Non-attending students should contact Profs. Della Valle and Massa regarding the nature, scope and choice of the paper topics.  The individual papers are in lieu of the group projects for attending students.  

Grading for non-attending students will be determined as follows:

50% final exam (15 points).  The final exam is a 3-hour written exam consisting of 12 questions from Prof. Della Valle's section of the course and 2 questions from Prof. Massa's lobbying workshop.

50% papers (15 points of which 9 for Porf. Della Valle's paper and 6 for Prof. Massa's paper.)

 

 

Syllabus

Session 1
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

  • Course introduction and organization; Relationship between market structure, firm behavior and role of government.

Readings:

Session 2
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

  • Theory of the firm
    • Different types of firm structures: sole proprietorships, partnerships, corporations.
    • Who runs firms and with what objectives.
    • Problem of separation of ownership from control 

Readings:

  • Joint Venture Between Ermenegildo Zegna Group and Reliance Brands Ltd., Free Press Release, Feb. 8, 2011.
  • 20 Questions: Ermenegildo Zegna, FT.com, October 21, 2010.
  • Decade-Long Pursuit Reaches End (LVMH Takeover of Bulgari), Financial Times, March 8, 2011.
  • LVMH increases its stake in Hermes to 22.3%, Women’s Wear Daily, Dec 21, 2011.
  • Emerging-Market Demand Boosts Luxottica Sales, Wall Street Journal, Jan 24, 2012.
  • Leaders: Looking for Alternatives; Stock Options, The Economist, June 3 2006.
Session 3
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Market Model 1: Strategies in Extremely Competitive Markets

  • Closed economies
  • Open economies
  • International trade: rationales for restrictions on trade--tariffs, quotas, subsidies 

Readings:

  • EBay: Towards a Perfectly Competitive Market, The International Business and Economics Journal, March 2010

  • Airbus Expects Appellate Body to Uphold Panel Findings on Boeing Subsidies, Inside US Trade, March 2, 2012
  • Free of Quota, China Textiles Flood the US, The New York Times, March 10, 2005.

  • WTO Rules in Favor of EU Against China’s Export Restraints on Raw Materials, PR Newswire, Jan 30, 2012.

Session 4
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Market Model 2: Strategies in monopolistically competitive (niche) markets

Readings:

  • Status Symbol; Geely Buys Volvo, The Economist, April 3, 2010.
  • Investors Find Solace in Bright Face of Cosmetics, Financial Times, March 1, 2003.
  • Bling is Back—Luxury Goods, The Economist, October 23, 2010.
  • Case study: Top 100 US Advertisers
Session 5
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Market Model 3: Strategies in non cooperative oligopolies

  • Using game theory to model non cooperative behavior

Readings:

  • Will That Movie Be a hit or a Miss? Real Money on a Futures Play, The New York Times, March 11, 2010
  • Ramp Up Wireless Competition, Financial Post, February 9, 2012
Session 6
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Market Model 4: Strategies in cooperative oligopolies

  • Antitrust: price-fixing

Readings:

  • Samsung to Pay Large Fine In Price-Fixing Conspiracy, New York Times, Oct 14, 2005
  • Monti lashes 'Vitamins AG' Cartel, Financial Times, Nov 22, 2001.
  • Cartel Fines Swell EU Budget, Financial Times, September 21, 2006
  • OPEC Goes By the Book, New York Times, Sep 10, 2008
  • OPEC's Odd Position: Complaining of High Oil Prices, New York Times; Jan 21, 2003
Session 7
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Market Model 5: Strategies in monopoly markets

  • Government intervention into markets: antitrust

Readings:

  • Microsoft to Settle Europe Suit, New York Times, Nov. 13 2003
  • New York Attorney General Files Antitrust Suit against Intel, Computer and Internet Lawyer, February 2010
  • F.C.C. Blocks EchoStar Deal With DirecTV”, New York Times, Oct 11, 2002
  • BSkyB Deal Moves On to Price --- U.K. Regulator Gives News Corp. Green Light for Takeover If Sky News Is Spun Off, Wall Street Journal, March 4, 2011
  • Case study: Microsoft and Intel antitrust suits
  • Case study: Newscorp’s media empire
Session 8
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Government intervention into markets: regulation

Readings:

  • "JPMorgan chief warns against new capital rules”, Financial Times, March 31, 2011
  • "Alan did it”, Futures, Chicago: Apr 2011. Vol. 40, Iss. 4
  • “China to Regulate UN Carbon Credits at Home,” Bloomberg.com  News, February 21, 2012
  • Case study: Cigarette markets in Italy, France, Holland and Spain
  • Case study: Italian highways: private/public partnership
  • Case study: US Media concentration and cross ownership rules
Session 9
Hours of lesson: 3
Instructor: A. Della Valle

Topics:

Government Intervention Into Markets: Liberalization, Deregulation, Privatization

Readings:

  • Timing Is Key for Russia's IPO Hopefuls,”Wall Street Journal (Online), Mar 29, 2011
  • Russia Offers Privatization Plan Amid Turmoil, Currency Crisis”, Wall Street Journal, Oct 2, 1992.
  • Case study: Italian privatization in the 1990s: from telecom to tomatoes

 

Session 10
Hours of lesson: 4
Instructor: A. Della Valle

Topics:

Course overview.  Sample exam questions and answers 

Guest speakers.

Readings:

Session 11
Hours of lesson: 4
Instructor: A. Della Valle

Topics:

Student group presentations

Readings:

Session 12
Hours of lesson: 4
Instructor: A. Della Valle

Topics:

Student group presentations

Readings:


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