5/26/2018 Ambos 10.06.2010

1/18

10.06.2010

1

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.

5/26/2018 Ambos 10.06.2010

2/18

10.06.2010

2

Friedmans These:Die Welt ist flach

3

Vergleich: Welt GDP vs WeltExporte

5/26/2018 Ambos 10.06.2010

3/18

10.06.2010

3

Aber: Waren wir nicht schoneinmal hier?

5

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%

5/26/2018 Ambos 10.06.2010

4/18

10.06.2010

4

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

5/26/2018 Ambos 10.06.2010

5/18

10.06.2010

5

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

5/26/2018 Ambos 10.06.2010

6/18

10.06.2010

6

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

5/26/2018 Ambos 10.06.2010

7/18

10.06.2010

7

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

5/26/2018 Ambos 10.06.2010

8/18

10.06.2010

8

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

5/26/2018 Ambos 10.06.2010

9/18

10.06.2010

9

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

5/26/2018 Ambos 10.06.2010

10/18

10.06.2010

10

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

5/26/2018 Ambos 10.06.2010

11/18

10.06.2010

11

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)

5/26/2018 Ambos 10.06.2010

12/18

10.06.2010

12

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

5/26/2018 Ambos 10.06.2010

13/18

10.06.2010

13

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

5/26/2018 Ambos 10.06.2010

14/18

10.06.2010

14

3. Knowledge Advantage

Der Fall von Puma

Brazil

Romania

Salzburg

Dubai

South Africa

5/26/2018 Ambos 10.06.2010

15/18

10.06.2010

15

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

5/26/2018 Ambos 10.06.2010

16/18

10.06.2010

16

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

Copyright by Professor Bjrn Ambos, All rights reserved.32

5/26/2018 Ambos 10.06.2010

17/18

10.06.2010

17

Who Decides? HQ vs RHQ

Copyright by Professor Bjrn Ambos, All rights reserved.33

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

5/26/2018 Ambos 10.06.2010

18/18

10.06.2010

18

Evolving HQ Roles over Time

Copyright by Professor Bjrn Ambos, All rights reserved.35

Against the Trend:Evidence from Europe

Copyright by Professor Bjrn Ambos, All rights reserved.36