Особенности ведения бизнеса и бизнес-стратегии в Азии

The course offers a cutting-edge discussion on the marketing environment of the Asia-Pacific region and the corporate success stories achieved there. The material traces topics relevant to building a successful strategy in the Asia-Pacific markets by understanding the interplay of people-to-people connections, institutional frameworks and logistics to finally turn to exploring strategies as case studies. This is the first course offered by Russian and foreign universities to integrate competences in international relations, regional studies and marketing from the Asia-Pacific perspective. The course combines the classroom activities with out-of-class assignments, exemplified, first and foremost, by student projects held under the supervision of Prof. E.Kanaev. Apart from giving additional substance to the lectures, this allows making the course comprehensive, exciting and practically rewarding. The brightest students are offered possibilities to present papers in international conferences and round table talks, as well as to prepare articles, both in co-authorship and individually, for academic journal in which Prof. E.Kanaev is member of the Editorial Board. The course offers a unique Asia-Pacific perspective on the marketing environment, as well as allows building a comprehensive and nuanced understanding of the logic according to which the mega-factors shaping the marketing environment in the Asia-Pacific region evolve. Supported by the HSE projects and publication opportunities, the course undertakes a practically-oriented approach to the topics under consideration. The value of the course is predetermined by the necessity (for both Russia and other countries) to develop deep and comprehensive cooperation with the Asia-Pacific states. Without nuanced understanding conditions for doing business in the Asia-Pacific region, to implement this task is impossible.