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Globale Wettbewerbsvorteilein einer regionalen Welt
Bjrn Ambos
Institute for International Business
2COPYRIGHT BY PROFESSOR BJRN AMBOS, ALL RIGHTSRESERVED.
Ein Globales Dorftechnologische, soziale, politische und konomische Vernderungen
fhren zu einem globalen Dorf mit nahezu homogenenProduktprferenzen
Theodore Levitt (1983)The Globalization of Markets.
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Friedmans These:Die Welt ist flach
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Vergleich: Welt GDP vs WeltExporte
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Aber: Waren wir nicht schoneinmal hier?
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0 20 40 60 80 100
Trade (to GDP)
Stock Investment
Patents
Tourist Arivals
FDI
Private Charity
Universtity Students
Immigrants (to population)
Telephone calls
Die 10 Prozent-Annahme
Copyright by Professor Bjrn Ambos, All rights reserved.6
10%
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Die Welt nachBevlkerungsdichte
Copyright by Professor Bjrn Ambos, All rights reserved.7
Die Welt nach Lichtemmission
Copyright by Professor Bjrn Ambos, All rights reserved.8
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Die Welt nach Patenten
Copyright by Professor Bjrn Ambos, All rights reserved.9
Die Welt nach Pro-Kopf-Einkommen
Copyright by Professor Bjrn Ambos, All rights reserved.10
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Der Fall von Coca-Cola
Roberto Goizueta: Exploring Similarites
Growth fever
Economies of Scale Statelessness
Ubiquity
Centralization and Standardization
Copyright by Professor Bjrn Ambos, All rights reserved.12
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Der Global StrategyImperativ
Zerointegration
Totalintegration
RHQ in Europa
0
10
20
30
40
50
60
1915
1920
1925
1930
1935
1940
1945
1950
1955
1960
1965
1970
1975
1980
1985
1990
1995
2000
2005
2010
Source: Ambos & Schlegelmilch (2009): The New Role of Regional Management, PalgraveMcmillan
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Drei Grnde fr RegionalManagement
Copyright by Professor Bjrn Ambos, All rights reserved.15
Economic AdvantageEconomic Advantage
Managerial AdvantageManagerial Advantage
Knowledge AdvantageKnowledge Advantage
1. Economic Advantage
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Die Wertkette
TECHNOLOGY PRODUCT DESIGN MANUFACTURING MARKETING DISTRIBUTION SERVICE
Die Wertkette: Lokale undGlobale Elemente
Non-location bound
location bound
Ranking of value chain activitiesas a function of relative FSA requirements
Relative FSArequirements
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Die Wertkette RegionaleElemente
Non-location bound
location bound
Ranking of value chain activitiesas a function of relative FSA requirements
Relative FSArequirements
Wal Mart
Copyright by Professor Bjrn Ambos, All rights reserved.20
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Geographische Distanz
Kulturelle Distanz
konomische Distanz
Administrative Distanz
Optimal Scope
Regional Limits of Scope
Pharma Drug Approval (A)
Automotive Distribution (G)Consumer Tastes (C)
Sport Consumer Tastes (C)Market Maturity (E)
Financial Services Market Maturity (E)
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C
o
re
ma
rke
ts
C
o
re
ma
rke
ts
Gruppierung umKundenprferenzen
Gruppierung umMarktreife
Plus:- Dubai- Sdafrika- Brazilen
Grenzen der Skalierbarkeit
2. Managerial Advantage
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Corporate Headquarters
Regional Headquarters
Subsidiaries
Pressures for globalIntegration and regional
responsiveness
Pressures for regionalIntegration and local
responsiveness
Organization: Environment:
Spannungen in derOrganisation
Management von Spannungen
Co
remark
ets
- Direkte Reporting Linesfr die big 5
- Gruppierung der kleinenMrkte
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3. Knowledge Advantage
Der Fall von Puma
Brazil
Romania
Salzburg
Dubai
South Africa
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Das Problem der Distanz
Copyright by Professor Bjrn Ambos, All rights reserved.29
Distance to the Home Country
Vari
ance
in
Perception
Unsere Welt wird regionaler - nicht globaleroder lokaler
Regional Headquarters bieten Unternehmen
strukturelle Lsungen, um auf dieses neueUmfeld zu reagieren.
Weitere Fragen:
Wie strukturiere ich meine Region?
Wie manage ich mein Regional Headquarters?
Zusammenfassung
30
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Globale Wettbewerbsvorteilein einer regionalen Welt
Bjrn Ambos
Institute for International Business
Who does What?
0% 20% 40% 60% 80%100%
Technology
IT
Purchasing
Finance
Manufacturing
Stakeholder ManagementHuman Resource
Marketing
Distribution
Sales
Subsidiary
RHQ
GHQ
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Who Decides? HQ vs RHQ
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Tasks Performed by RHQ
3,20 3,40 3,60 3,80 4,00 4,20 4,40
Initiating new ventures
Improving local units operations
Planning entry into new markets
Standardizing processes throughout the region
Assisting local units in pursuing new market developments
Ensuring that its local units follow consistent policies acrossthe region
Spreading best practices throughout the region
Exploiting synergies across the region
Searching for new business opportunities
Source: Ambos & Schlegelmilch (2009): The New Role of Regional Management, PalgraveMcmillan
Copyright by Professor Bjrn Ambos, All rights reserved.34
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Evolving HQ Roles over Time
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Against the Trend:Evidence from Europe
Copyright by Professor Bjrn Ambos, All rights reserved.36