365-1071-00L Study Trip to China
| Semester | Spring Semester 2020 |
| Lecturers | S. Brusoni |
| Periodicity | yearly recurring course |
| Course | Does not take place this semester. |
| Language of instruction | English |
| Comment | Exclusively for MAS MTEC students (class 2018-2020). Internal registration closed. Students, who have already successfully registered please also enroll in myStudies for this course. It is mandatory to attend the Preparation Session for the “Study Trip to China” on 6 February 2020 at 18:30 in HG D 5.2. |
| Abstract | The phenomenal growth of the Chinese economy in the past 30 years has enabled China to become the second largest economy in the world. China is in a transition phrase. It cannot compete on costs anymore. Hence, it has to develop strategies and policies to foster innovation. The role of government is changing too, as the private sector gains strength and influence. |
| Learning objective | By the end of this course, you will be able to assess the opportunities and challenges that China offers for your career and/or your current employer. In the context of the cases we shall discuss, you will be able to: a) Identify the relevant characteristics of the Chinese business and political landscape, and discuss differences and similarities between the Swiss and Chinese ways of doing business; b) Identify and evaluate the operational and strategic challenges that Swiss firms need to overcome to operate in China; c) Understand the particular characteristics of Chinese consumers, and learn how to interact with them; d) Design an actionable plan and a tangible prototype for entering the Chinese market through exports or direct manufacturing – or explain why it would not be appropriate to do so; e) On the basis of your “journey diary”, critically reflect on your experiences in China and connect them to your professional life. |
| Content | During the course you will work on real-life case studies of anonymised Swiss firms that have entered the Chinese market. These cases studies were developed by Michael Lehmann, a partner at SIM, a Swiss Boutique Consultancy established in Shanghai in 2006. Since 2006, SIM has consulted with over 350 foreign and local companies in China. In addition to Michael’s work at SIM he was the Secretary General of SwissCham in Shanghai from 2006 to 2013. You will be introduced to the selected business studies by Michael Lehmann, who will provide you with the relevant background information for each of the cases. You will work on one of these cases in teams during your entire China journey. The objective is to develop a compelling business solution for the final presentation. Together with Professor Stefano Brusoni, Michael Lehmann will provide feedback on your business solution. To develop the business solution, you will attend five study blocks. These five blocks are closely linked to real-life business cases. In the first block, Introduction to China, you will have the opportunity to obtain information about the business, social and cultural world of China on-site. As part of this first block several networking dinners have been organised. Here you will meet with China experts and ETH Alumni. In the second block, Doing Business in China, we will visit some non-Chinese companies that have been established in China. In this block you will have the opportunity to interact with a selected group of employees from these companies. This will provide valuable input for your business solution. The third block is Growing Fast in China. Here you will be exposed to the Chinese way of working. We will visit a Chinese company. The objective is to gain a better understanding of how Chinese companies work, as well as of the needs of Chinese consumers. In the fourth block, Applied Learning: Design Thinking Workshop, you will develop a prototype for the final presentation. In previous years, this block has taken place at CEIBS, the leading Chinese business school, in collaboration with CEIBS Alumni. The fifth block is Unpacking and Sharing. Here you will be confronted with the challenge of unpacking and sharing what you have learned as a team in the context of your business case study. Michael Lehmann will play the role of an experienced CEO who has to decide on the viability of your business solution. The Chinese journey will end with a farewell dinner at the Swiss consulate in Shanghai. |