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Article
Marketing management at Regional Headquarters in Singapore
International Management Development Association (2016)
  • Hiroshi Tanaka
Abstract
The objective of this study is to explore key factors for marketing success of Regional Headquarters(RHQ). In-depth interviews were conducted in Singapore with marketing managers at six American, European, and Japanese MNCs. The results were analyzed to formulate research hypotheses.  Key factors for marketing success of RHQ were advanced: (1) personal and organizational information sharing among HQ, RHQ, and local subsidiaries, (2)Empowerment of marketing decision-making for RHQ marketing managers, (3) Unique knowledge of RHQ, e.g. governmental connections, and quickly changing market environment,(4)Capabilities of integration between HQ’s experience and local knowledge, (5) Ability of measuring potential of each local market.
Keywords
  • regional headquarters,
  • international marketing,
  • multinational corporations
Publication Date
Summer June 15, 2016
Citation Information
Hiroshi Tanaka. "Marketing management at Regional Headquarters in Singapore" International Management Development Association Vol. 25 Iss. 1 (2016) p. 219 - 220 ISSN: 1-888624-15-9
Available at: http://works.bepress.com/hiroshi_tanaka/2/