Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Students will develop an understanding of two big issues that entrepreneurial businesses entering new markets face: (1) market and competitive analysis and (2) strategic positioning and dynamics. Students will learn to apply a number of theoretical ideas to analyse these issues, such as transaction costs, asset specificity, predatory strategies and price discrimination.

Credits: 6

Schedule: 11.01.2022 - 25.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Johannes Gartner

Contact information for the course (applies in this implementation):

Johannes Gartner

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    Entrepreneurial businesses from start-ups to established corporations enter new markets with innovative products and services. This course covers strategic considerations and analysis tools that are relevant for understanding the market that the firm is about to enter and for developing a strategy that leads to a successful entry and sustainable competitive advantage.

  • applies in this implementation

    Innovations are crucial for economic development and societal welfare. Entrepreneurship is the key function in bringing innovations to the market. This course examines how entrepreneurial businesses from start-ups to established corporations bring new innovative products and services to the market.

    The first objective of the course is developing an understanding of strategic considerations and analytical tools that are relevant for evaluating the market that the firm is about to enter and for developing a strategy that leads to a successful entry and sustainable competitive advantage.

    The second objective is learning to apply that understanding to analysing real market entry situations through business case analysis.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Midterm and final exams (online)

  • applies in this implementation

    Pass requirements and marking

    In order to complete this course successfully you will need to collect 50 or more points out of the total of 100 available. The distribution of the points and the work required are described in more detail below.

    The final marks are based on the total points as follows:

    50-59 points               1
    60-69 points              2
    70-79 points               3
    80-89 points              4
    90-100 points            5

  • valid for whole curriculum period:

    Contact hours 8 h (optional; the course can also be completed fully online)
    Individual study 152 h

  • applies in this implementation

    1. Completing the online learning modules (0 or 10 points)

     You will need to complete all seven online learning modules such that you score at least 70% correct in the questions included in each module. You can repeat each module as many times as you wish. The online learning systems opens on Tuesday, 11 January at 8:00 and stays open until Monday, 31 January 23:55. Within this time frame, you can complete the modules at your own pace. You will get 10 points if you complete all seven modules on time (by Monday, 31 January 23:55) and 0 points if you fail to do so.

    2. Midterm exam (0-30 points)

    The midterm exam tests what you have learned in the seven online learning modules. The exam comprises 30 single-choice questions with 5 answer options each. For each correct answer, you get one point – up to a total of 30 points. You have 45 minutes to complete the exam.

    The exam is administered online on MyCourses on Tuesday, 1 February 17:00-17:45. Time is very limited so make sure you have logged in well before the exam commences.

    Because the exam is online, you can take it wherever you wish, as long as you can access MyCourses with a reliable internet connection. You can use any supporting materials you wish – but note that you have on average 90 seconds per question, so don’t rely on studying while taking the exam.

    Note that the questions and answer options are presented to each student in a random order. Thus, asking a fellow student sitting next to you what the answer to question 10 is won’t work.

    Should you miss or not pass the exam, or you are unhappy with your score, you can retake the exam on Tuesday, 8 February 17:00-17:45. If you take the exam twice, the higher score counts to your final mark.

    3. Final exam (0-60 points)

     The final exam requires you to apply the concepts you have learned in the online learning modules to four cases: Flybaboo, Newlight Technologies, Slavic Treasures and Plumis.

     There will be two questions requiring answers of up to 1000 words each. The exam will be open books, open notes and it is highly advisable to prepare well in advance. The slide set we have prepared for you should be a handy memory aid of the theoretical material covered in the course.

    In addition to the conceptual material, you will need to know the four cases thoroughly in order to do well in the exam. It is highly advisable to analyse the cases in advance – working alone or with peers – and make notes as you go.

    The exam will be organised online in MyCourses on Tuesday, 15 February 9:00-21:00. You can start the exam at any time in the above time frame. Once you click the start button, time will start running and you will have three hours to write your answers. We recommend using a word processor or another offline text editing software to write your answers and copy them to MyCourses once you are done.

    Should you miss or not pass the exam, or you are unhappy with the score, you can resit it on Friday, 25 February 9:00-21:00. If you take the exam twice, the higher score counts to your final mark.


Study Material
  • valid for whole curriculum period:

    Theoretical material in the online learning environment in MyCourses
    Cases (available in MyCourses)

  • applies in this implementation

    All materials needed for the course are available in MyCourses. You will need to study:

    1)     The online learning materials. The materials have been divided into seven thematic modules, each of which comprises one to three learning objectives. We have also prepared a set of slides that offers a summary of the principal theoretical content that you can study in addition to the interactive learning modules in MyCourses.

    2)    Four business cases: Flybaboo, Newlight Technologies, Slavic Treasures and Plumis.

    Additionally, you can use the following textbook to enhance your learning:

    Besanko, David, Dranove, David, Shanley, Mark, & Schaefer, Mark (2013). Economics of Strategy. 6th Edition International Student Version. Wiley. Chapters: 2, 3, 5, 6, 8 and 9 (and the Economics Primer at the beginning of the book if you need to brush up on basic microeconomics).

    There are several copies of the book available in the library.

Substitutes for Courses


Further Information
Details on the schedule
  • applies in this implementation

    Date & time



    11 Jan –

    31 Jan

    Online (MyCourses)

    Online learning material
    ·       Costs and cost advantages
    ·       Competitors and competition
    ·       Competitive advantage
    ·       Market entry
    ·       Make or buy
    ·       Industry analysis
    ·       Pricing

    1 Feb




    Midterm exam

    2 Feb-14 Feb


    Case analysis: Flybaboo, Newlight Technologies, Plumis and Slavic Treasures

    8 Feb




    Resit of the midterm exam

    15 Feb




    Final exam

    25 Feb




    Resit of the final exam