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US Companies in Europe: Going East

In: The New Role of Regional Management

Author

Listed:
  • 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)

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.

Suggested Citation

  • Björn Ambos & Bodo B. Schlegelmilch, 2010. "US Companies in Europe: Going East," Palgrave Macmillan Books, in: The New Role of Regional Management, chapter 6, pages 103-129, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27387-0_6
    DOI: 10.1057/9780230273870_6
    as

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