Abstract
The last decade has shown a dramatic shift towards transnational environments (Bartlett and Ghoshal, 1987). Both traditional multinational and classic global industries have increasingly been transformed into transnational industries. Multinational corporations (MNCs) were established to respond to the differing needs of various foreign locations. However, by so doing these MNCs developed country-specific strategies and even country-specific products, and little integration existed between individual subsidiaries of the traditional MNC.
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Notes
This information was obtained during a personal interview with M.F. Oakley, the Senior Manager of Communication at the headquarters of McDonald’s Europe, Edgware Road, London, UK, in 1996.
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© 1999 Academy of International Business, UK Chapter
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Brouthers, K.D., Brouthers, L.E., Sleeman, W. (1999). A Proposed Solution to the Transnational Structure Paradox. In: Burton, F., Chapman, M., Cross, A. (eds) International Business Organization. The Academy of International Business. Palgrave Macmillan, London. https://doi.org/10.1057/9780230377851_14
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DOI: https://doi.org/10.1057/9780230377851_14
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-40801-6
Online ISBN: 978-0-230-37785-1
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