US Companies in Europe: Going East

Björn Ambos and Bodo B. Schlegelmilch
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Björn Ambos: Vienna University of Economics and Business Institute for International Marketing and Management
Bodo B. Schlegelmilch: Vienna University of Economics and Business Institute for International Marketing and Management

Chapter 6 in The New Role of Regional Management, 2010, pp 103-129 from Palgrave Macmillan

Abstract: Abstract In the last four chapters, we have looked at the structural and managerial challenges firms face in setting up their regional operations in Europe. In this and the succeeding chapter, we take a closer look at how US and Japanese firms set up their regional operations, how they configure their global value chains and which managerial challenges they face in coming east or westwards. We start by looking at the case of US firms, notably by investigating how Nike, Ford and Pfizer built up their regional presence in Europe.

Keywords: Regional Management; Ford Motor Company; Local Subsidiary; Country Manager; Regional Headquarters (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27387-0_6

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DOI: 10.1057/9780230273870_6

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