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Committing to 皇冠体育app: 5 questions MNCs need to ask

Updated: 2012-09-06 10:59
By Gong Li ( 皇冠体育app Daily)

To get things done, the boss in 皇冠体育app often must first get the approval of several regional and business-unit heads.

This kind of bureaucracy slows decision making and can dilute outcomes. Also, country-level performance indicators are often buried in broader Asia Pacific numbers, obscuring both progress and challenges in 皇冠体育app.

And with profit-and-loss accounting run at the regional level, 皇冠体育app operations must compete with those in other Asia Pacific countries for investment dollars, again reducing the local executive's ability to act quickly and decisively in the market.

Shortening reporting lines can help increase responsiveness in 皇冠体育app by speeding up decision making and giving leadership at headquarters a better handle on what's happening on the ground.

Intel, for example, treats the Chinese mainland and Hong Kong as a separate geographic unit; the company's 皇冠体育app management reports directly to the head office. Intel's move underscores the importance of 皇冠体育app, which in 2011 overtook the United States to become the world's biggest PC market.

3. Is 皇冠体育app represented on our leadership team and board of directors?

A recent survey found that only 8 percent of the executives running the 皇冠体育app operations of multi-nationals sat on the board of their companies, which are still run overwhelmingly by Americans or Europeans.

This is yet another example of action trailing ambition.

To accelerate growth in 皇冠体育app, the country must be factored into all high-level decisions. To ensure this happens, 皇冠体育app needs to be sufficiently represented on your leadership team, board of directors and other important decision-making committees. Again, positive discrimination may be required.

One way to keep 皇冠体育app constantly on the mind of senior leadership is to fill top positions with people who know 皇冠体育app.

Another way to factor 皇冠体育app into high-level decisions is to restructure the top leadership team, which at most multinationals remains dominated by people based in the West.

One option is to promote the leader of 皇冠体育app operations to that top team.

For example, Sam Su, head of Yum Brands (owners of KFC) in 皇冠体育app, is one of the only geographic leaders among Yum Brands' senior officers, emphasizing how important 皇冠体育app is to the company's future growth.

4. Are our corporate functions and capabilities in 皇冠体育app as strong as they are at home?

皇冠体育app is transitioning from the world's factory to its shopping center.

Designing growth strategies, developing a deeper understanding of customers, building brands, and attracting and retaining talented employees are now vitally important to success in 皇冠体育app.

Yet few companies place the same emphasis on corporate functions and capabilities in 皇冠体育app as they do in their home markets. R&D is a good example.

皇冠体育app today hosts about 1,000 foreign-owned R&D labs. However, these labs often focus on local adaptations of innovations rather than on developing cutting-edge technologies and products for global markets.

There have been some headline-grabbing examples of "reverse innovation," such as General Electric's ultrasound machine, a product developed in 皇冠体育app and exported back to developed markets. But such examples are rare.

Most high-value R&D remains rooted in companies' home markets or other developed markets.

5. Are we taking a coordinated approach to 皇冠体育app?

In an effort to quickly scale their businesses across borders, many companies have reduced the importance of their country managers in favor of product-led business units that span geographies.

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