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Japanese Companies in Europe: Going West

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

Having discussed some of the key challenges and solutions from the vantage points of the United States going to Europe, we are now taking the perspective of the Japanese companies going west. Specifically, we are presenting a cross-sectional analysis covering the automobile, pharmaceutical and sports footwear and apparel industries. Our primary objective is to determine if there are similarities or differences in the corporate structure, the regional headquarters groupings as well as functional competences in three Japanese multinational firms operating in Europe. Further, we attempt to identify what challenges these Japanese multinationals face in finding solutions to resolve conflicts or problems. Finally, we focus on some external drivers that affect the regional strategy formation. The companies reviewed for this project are Honda Motors, Astellas and Asics.

Suggested Citation

  • Björn Ambos & Bodo B. Schlegelmilch, 2010. "Japanese Companies in Europe: Going West," Palgrave Macmillan Books, in: The New Role of Regional Management, chapter 7, pages 130-154, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27387-0_7
    DOI: 10.1057/9780230273870_7
    as

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