Organizational Design for Global Marketing Strategy

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: WU Vienna

Chapter 9 in Global Marketing Strategy, 2016, pp 177-193 from Springer

Abstract: Abstract This chapter focuses on aligning global marketing strategy and organizational structure. Instead of thinking in dichotomies, successful companies strive for the right balance between local and global. Often, this middle ground involves a regional solution, such as establishing a regional headquarters. The discussion starts by looking at alternative organizational structures. Subsequently, emphasis is placed on regional structures and the potential benefits of regional headquarters. The chapter closes with a look at the allocation of roles and responsibilities across different organizational units, such as headquarters, regional headquarters and national subsidiaries.

Keywords: Local Responsiveness; Organizational Design; Organizational Unit; Local Unit; Global Integration (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-26279-6_9

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