Regional management has taken on a new role and is becoming more important. This book explores the challenges of European, US and Asian companies. It outlinines how regional headquarters can develop into Dynamic Competence Relay centers to master these challenges.

BJÖRN AMBOS Professor for International Management and Marketing, Vienna University of Economics and Business Administration, Austria.
BODO B. SCHLEGELMILCH Professor for International Marketing and Management, Dean of the WU Executive Academy, Vienna University of Economics and Business Administration, Austria.

PART I: SUCCEEDING IN EUROPE The Market: Is there Common Ground Between Belgian and Bulgaria or Spain and Slovakia? The Headquarter Dilemma: Does Geography Matter? The Local Dilemma: Why Does Corporate not Recognize How Different We Are From Other Markets? The Regional Solution: Dynamic Management of Market Diversity PART II: CHALLENGES AND SOLUTIONS US Companies in Europe: Going East Challenges and Solutions Japanese Companies in Europe: Going West Challenges and Solutions European Companies: Developing the Home Turf Utilizing Emerging Market Opportunities PART III: SELECTED CASES THE BEST IN CLASS Learning From the Pharmaceutical Industry  Learning From the Automotive Industry Learning From the Sport Shoe Industry Learning From the Banking Industry Conclusion The Dynamic Competence Relay (DCR): The New Role of Regional Management