The New Role of Regional Management

Regional management has taken on a new role and is becoming more important. This book explores the challenges of European, US and Asian companies. It outlinines how regional headquarters can develop into Dynamic Competence Relay centers to master these challenges.

BJORN AMBOS is a professor at theVienna University Institute for International Marketing and Management in Vienna, Austria.   BODO B. SCHLEGELMILCH is a professor at the Vienna University Institute for International Makreting and Management in Vienna, Austria.

PART ONE: SUCCEEDING IN EUROPE * The Market: Is there Common Ground between Belgian and Bulgaria or Spain and Slovakia? * The Headquarter Dilemma: Does Geography Matter?
 * The Local Dilemma: Why does Corporate not Recognize How Different we are from other Markets? *  The Regional Solution: Dynamic Management of Market Diversity * PART II: CHALLENGES AND SOLUTIONS * US Companies in Europe: Going East – Challenges and Solutions * Japanese Companies in Europe: Going West – Challenges and Solutions * European Companies: Developing the Home Turf – Utilizing Emerging Market Opportunities * PART III: SELECTED CASES – THE BEST IN CLASS * Learning from the Pharmaceutical Industry  *
Learning from the Automotive Industry * Learning from the Sport Shoe Industry * Learning from the Banking Industry * Conclusion * The Dynamic Competence Relay (DCR): The New Role of Regional Management

Regional management has taken on a new role and is becoming more important. This book explores the challenges of European, US and Asian companies. It outlinines how regional headquarters can develop into Dynamic Competence Relay centers to master these challenges.