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BRIDGING NATIONAL AND GLOBAL MARKETING STRATEGIES THROUGH REGIONAL OPERATIONS

BRIDGING NATIONAL AND GLOBAL MARKETING STRATEGIES THROUGH REGIONAL OPERATIONS Crossnational strategy as opposed to countrybycountry strategy may take place on a regional or on a global basis. This paper examines the European regional office experience of 16 large U.S. firms in terms of 1 the types of responsibilities they handle and why, 2 the problems of removing control andor duties from country subsidiaries, and 3 the relationship between a regional and global strategy and implementation. The companies' experiences have been quite diverse, thus highlighting multiple opportunities but the need to approach the development of regional operations cautiously. In spite of some problems, the future for European regional management seems bright. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

BRIDGING NATIONAL AND GLOBAL MARKETING STRATEGIES THROUGH REGIONAL OPERATIONS

International Marketing Review , Volume 4 (3): 16 – Mar 1, 1987

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/eb008334
Publisher site
See Article on Publisher Site

Abstract

Crossnational strategy as opposed to countrybycountry strategy may take place on a regional or on a global basis. This paper examines the European regional office experience of 16 large U.S. firms in terms of 1 the types of responsibilities they handle and why, 2 the problems of removing control andor duties from country subsidiaries, and 3 the relationship between a regional and global strategy and implementation. The companies' experiences have been quite diverse, thus highlighting multiple opportunities but the need to approach the development of regional operations cautiously. In spite of some problems, the future for European regional management seems bright.

Journal

International Marketing ReviewEmerald Publishing

Published: Mar 1, 1987

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