Tap Your Subsidiaries for Global Reach
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- Synopsis
- When Procter & Gamble launched Pampers in Europe, it directed the marketing strategy from European headquarters. The result: a big flop. In pushing new strategies successful MNCs diverge from traditional hierarchical structures in which the top formulates--and the national subsidiary simply implements--strategy and planning. By cooperating and co-opting capabilities, the parent's sales and market share get a big boost from the country unit's technical expertise, market knowledge, and competitive awareness--all without losing boundary-crossing benefits like scale economies.
- Copyright:
- 1986
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/03/16
- Copyrighted By:
- Harvard Business School Publishing - HBR
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.