Strategy and organisation: Challenges for European MNCs in Asia

Hellmut Schütte

European Management Journal, 1997, vol. 15, issue 4, 436-445

Abstract: European MNCs are more aware than ever of the strategic importance of Asia. While data show that they are grossly underrepresented in the region, many of them started to boost their exposure to Asia considerably in the 1990s. Regional strategies are developed and regional organisations established, not easy tasks in MNCs driven by global strategies and dominated by global business managers. Sharp conceptual thinking is required to justify and support the claim that Asia requires a different approach, and a separate organisational unit called an RHQ.

Date: 1997
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