• Nando Kasteleijn

Nando Kasteleijn

Student Communication

  • Erwin van de Zande

Erwin van de Zande

Student Communication

  • Jeanine Muijs

Jeanine Muijs

Student Nursery



Assignment 1 – Presentation Country Analysis (25%)

During this course you will be introduced to the Dutch and European culture. More specifically, you will get acquainted with European ways of doing business: cross cultural communication with Europeans, unique organizational models in The Netherlands, styles of leadership; functioning of HRM in Europe etc. 
But... there is no European Culture. There are a lot of differences between and within the different countries of Europe.

For this first assignment you will have to work in pairs. And, you'll have to study the culture of one of those European countries.
You may select a country by your own, but we give you some suggestions:

  • Germany
  • Great Britain
  • Greece
  • Italy
  • Spain
  • Sweden
  • Russia
  • Romania
  • France
  • Turkey

Imagine yourself as a scholar in the field of International Business. You are asked by a multinational company – Hershey’s Chocolate - to make a report on ‘Doing Business in Europe'. The company is considering to open a new unit, somewhere in Europe. You are asked to give a presentation about the business culture of the chosen country. Can Hershey copy its business model to Europe or .... If not, why not and what kind of adaptions should be made (think of the organizational structure, HRM, styles of leadership etc.). Moreover you are asked to give advice about their marketing policy in this country.

You decide to start with some desk research and you formulate five hypotheses. In a presentation of 10-15 minutes to the ‘sounding board’ (your scholar colleagues) you will clarify and argue your hypotheses. You are allowed to be creative in your presentation.

Criteria for the Country Analysis:

  1. Correct description of the cultural elements
  2. Correct analysis, based on integration of theory about cultural management and the information about the country
  3. Correct deduction of hypotheses
  4. Number and relevance of used sources
  5. Verbal persuasion
  6. Professional style

You will work in pairs and the presentation will be send to Jan Lok (jlok@che.nl) and Kor van der Helm (kbvdhelm@che.nl) before Wednesday January 15th, 4:00 pm.   

Assignment 2 – Presentation & Advisory Report (25%)

On Tuesday January 28th you will give your final presentation. In this presentation you will reject or confirm your hypotheses and you will give recommendations to Hershey’s about operating in the chosen European country. Maybe, you already found out during the process for Assignment 1, that it isn't realistic to start a plant in the chosen country. If this is the case, you may select another European country, with one important condition: the specific country hasn't been chosen by one of the other groups in class.
It speaks for itself that you should argue your decisions and you are allowed to illustrate this with pictures, films, etc.

Use the lessons, desk research, the interviews with the Dutch students, the role plays and other sources for your presentation. As before you work in pairs (or trio).

The 'presentation' (or conversation, opr role play or ...) has a maximum length of 20 minutes, including a lot of interaction with 'the President' and the members of the board (your classmates).
Use this presentation to present the highlights of your research. 
The advisory report gives you the opportunity for a more comprehensive approach in which all elements are integrated.
Deadline advisory report: Monday January 27th, 4.00 pm. Please, send it to Kor van der Helm (kbvdhelm@che.nl)

Criteria for the advisory report and  the presentations:

  1. Clearness of presentation
  2. Quality of arguments
  3. Number and relevance of used sources
  4. Connection between assignment 1 and 2
  5. Verbal persuasion
  6. Professional style

Written test (50%)

On Wednesday, January 29th, you will get a written test (online) about the course Working Internationally- Doing Business in Europe. You are asked to study the texts which are published on the website and the presentations by the Dutch professors.

You will get 10 open (brief) questions which will give you a lot of opportunity to share knowledge, insight and applications.