Beiersdorf´s problem: saturated markets in parts of the world vs. new opportunities in emerging markets

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Global vs. Regional Management
1) Company website

2) Book “The new role of regional Management” by Ambos & Schlegelmilch
2) Inc. Magazine

3) Harvard Business Review

4) The Economist

5) Fortune Magazine

6) Forbes Magazine

7) Business Week

8) Financial Times

9) Barron`s

10) Business week

11) MIT Sloan Management Review

12) New York Times

13) Wall Street Journal

14) Academy of Management Journal & Review

15) Journal of Management

16) Journal of Marketing

17) Management and Organization Review

18) Strategic Management Journal

19) Journal of World Business

20) Journal of the Academy of Marketing Science

Global vs. Regional Management at the example of the
Broad content description:
How to capture additional opportunities for business growth by combing global and local strategies – The distribution of power in a multinational company (or: between HQ, RHQ & RO).
Learning from the consumer goods industry: How Beiersdorf changed its strategies, structures and processes from a pure global approach in managing business and brands into a strategy that combines global and regional viewpoints for capturing additional growth opportunities.

1) Background – A description of the rationale behind the project
2) Introduction – Global vs. Local Management
3) Introduction of the Beiersdorf AG
4) Former “Global” Strategy of Beiersdorf
5) Beiersdorf´s problem: saturated markets in parts of the world vs. new opportunities in
emerging markets
6) The new Strategy: Combining global and regional approaches in a harmonized way
7) The new Structure (Functional and regional responsibilities on board level)
8) The new Processes (Operating model)
9) Literature

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