Бакалавриат
2025/2026
Предпринимательство и семейный бизнес в Азии
Статус:
Курс по выбору (Международный бизнес)
Где читается:
Высшая школа бизнеса
Когда читается:
4-й курс, 3 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Передерин Денис Александрович
Язык:
английский
Кредиты:
3
Контактные часы:
30
Course Syllabus
Abstract
The course “Entrepreneurship and Family Business in Asia” immerses students of the “International Business” educational program into the dynamic and diverse environment of Asian markets, where family-owned enterprises play a pivotal role in the region’s economy. From small family-run shops to large conglomerates, family businesses in Asia are distinguished by a deep commitment to tradition, a long-term orientation, strong intra-family ties, and a high level of trust in business relationships. The course combines fundamental concepts of regional entrepreneurship with practical application, paying special attention to the unique characteristics of family firms: intergenerational succession, the role of guanxi (social networks), Confucian values, and management practices grounded in hierarchy and collective responsibility.
Lectures examine key aspects of doing business in Asian countries—from institutional conditions and legal frameworks to cultural norms affecting business practices—including decision-making in family firms and their strategies for domestic and international expansion. During seminars, students apply acquired knowledge to develop strategies for launching a digital product (specifically, a mobile application) into an Asian market, taking into account both the general cultural environment and the specificities of engaging with family enterprises—as partners, distributors, or target customers. Special emphasis is placed on consumer cultural codes, local user preferences, regulatory peculiarities, market infrastructure, and how family values influence the perception of innovations and digital solutions.
The course equips students with intercultural communication skills, critical analysis capabilities for regional business models, and the ability to adapt products to the specifics of Asian consumers, considering the dominant role of the family business sector. Independent work includes case study analysis, examination of real-world examples of both successful and failed market entries into Asian countries—including through collaboration with family businesses—as well as developing product localization recommendations grounded in cultural, social, and commercial insights. The course serves as a methodological foundation for international projects and future professional activities in a global economy, where understanding family business becomes a key competitive advantage.
Learning Objectives
- The aim of the course is to develop students’ practical skills for launching a product into the markets of Asian countries—China, Japan, South Korea, and Southeast Asia—taking into account national specifics of corporate governance, business communication culture, value systems, and accepted behavioral norms in the business environment. Special attention is paid to the role of family business, which constitutes a significant portion of the regional economy: from traditional family enterprises rooted in Confucian values and long-term relationships to large dynastic conglomerates (such as chaebols in South Korea or keiretsu in Japan). The course helps students understand how family structures influence decision-making, management, strategic planning, and interactions with external partners. The course is designed to: (1) Introduce students to core concepts of Asian business, including the specifics of economic models, corporate culture, strategic thinking, and the functioning of family enterprises in the region; (2) Develop competencies in adapting business strategies and products to the cultural and institutional context of specific countries, accounting for the role of family ties, guanxi (social networks), and intergenerational succession in Asian business; (3) Master modern tools—including business pitch techniques and AI applications—for modeling product promotion concepts focused on Asian markets, particularly in segments dominated by family-owned companies; (4) Enhance skills in publicly presenting localized business solutions to an international audience, including potential partners, investors, and representatives of family business structures.
Expected Learning Outcomes
- Identify key metrics of the Asian region’s attractiveness from the perspective of business activity, considering the specifics of implementing international projects in Southeast Asian countries.
- Apply knowledge of business establishment procedures and core principles of running a family business in China and Southeast Asia.
- Apply key Eastern management theories to family business contexts.
- Identify institutional characteristics of doing business in Asia, cultural codes of business socio-pragmatic situations, and core values of business communities
- Formulate mobile app promotion strategies for Southeast Asian markets, accounting for the specifics of the Asian digital ecosystem.
- Develop a mobile app concept tailored to the requirements of entering a selected Asian market, using knowledge acquired during the course.
- Justify the attractiveness of the proposed product (mobile app) based on studied behavioral patterns of Asian consumers and verifiable data.
Course Contents
- Topic 1. Key Market Metrics of the Asian Region. Specifics of Starting a Business in Southeast Asia (with a Focus on China)
- Topic 2. Doing Business in Southeast Asia – Core Principles for Establishing Enterprises
- Topic 3. E-commerce in Asia: Origins, Historical Preconditions. Alibaba Case Study
- Topic 4. Cultural and Institutional Specifics of Doing Business in Asia. Consumer Profiles in Asian Markets Themes: Confucianism, guanxi, family values and trust, the role of the state
- Topic 5. Case Studies of Asian Family Business: Japan
- Topic 6. Case Studies of Asian Family Business: South Korea
- Topic 7. Socio-Pragmatics: An Approach to Identifying and Solving Problems in Asian Societies
- Topic 8. Final Project Presentation (Pitching)
Assessment Elements
- Final Project(Weight: 0.4): Subject to retake (as weight ≥ 30%). – Students who miss the defense or receive a failing grade must individually revise their analytical presentation and defend it before the instructor (first retake) or a committee (second retake). Individual assignment to develop a presentation for a mobile app targeting a selected Asian market. Focus: justification of concept, market selection, problem analysis using socio-pragmatic frameworks, and verifiable data.
- Assignments 1Three asynchronous assignments throughout the course, submitted via the Selecti.io platform. Task 1: Record a brief pitch (up to 3 minutes) presenting your mobile app idea for the Chinese market, justifying its relevance. Upload the response to the platform and comment on 5 peer submissions via Selecti.io.
- Assignments 2Three assignments throughout the course, submitted via Selecti.io.
- Assignments 3Three asynchronous assignments submitted via Mail.ru cloud storage.
- Attendance & ParticipationAssesses active seminar participation: engagement in group discussions and case problem-solving.
Interim Assessment
- 2025/2026 3rd module0.2 * Assignments 2 + 0.1 * Assignments 1 + 0.2 * Assignments 3 + 0.1 * Attendance & Participation + 0.4 * Final Project
Bibliography
Recommended Core Bibliography
- Азиатский стиль управления : как руководят бизнесом в Китае, Японии и Южной Корее, Синг Онг Ю, 2022
Recommended Additional Bibliography
- 13370 - Скрытые чемпионы. Уроки 500 лучших в мире неизвестных компаний (краткое изложение) - Г. Саймон - Альпина.Академия - 9785961400136summ - 2016 - https://hse.alpinadigital.ru/book/13370 - Alpina
- 19828 - Кайдзен: Ключ к успеху японских компаний - М. Мурзаков; М.Имаи - Альпина Паблишер - 9785961432169 - 2019 - https://hse.alpinadigital.ru/audio/19828 - Alpina
- Кайдзен : ключ к успеху японских компаний, Имаи, М., 2007
- Морита А. - Sony. Сделано в Японии - 978-5-9614-5329-4 - Альпина Паблишер - 2016 - https://znanium.ru/catalog/product/911790 - 911790 - ZNANIUM