Abstract
In the last four chapters, we have looked at the structural and managerial challenges firms face in setting up their regional operations in Europe. In this and the succeeding chapter, we take a closer look at how US and Japanese firms set up their regional operations, how they configure their global value chains and which managerial challenges they face in coming east or westwards. We start by looking at the case of US firms, notably by investigating how Nike, Ford and Pfizer built up their regional presence in Europe.
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