Ein Best Paper Award der Stadt Wien wurde für den Artikel “Global integration versus local adaptation: a case study of Austrian MNCs in Eastern Europe” verliehen. Der Artikel erschien im European Journal International Management, Vol. 4, No. 5, 2010 und wurde verfasst von Stephan Berchtold (choices management consulting), Richard Pircher (FH des bfi Wien) und Christian Stadler (University of Bath School of Management).
depends on a firm’s ability to adapt to its local environments. Jensen and
Szulanski (2004) take a different perspective, focusing on global integration.
While both approaches have received considerable attention their relationship
has been less discussed. Using an extended case study method exploring 15
Austrian MNCs, we propose that there are two models to explain the
relationship. One model puts local adaptation and global integration at two
ends of a continuum. According to this interpretation there is a trade-off
between the two. A second model sees local adaptation and global integration
in an orthogonal relationship. They do not exclude each other but can be
achieved at the same time by emphasising different aspects of an organisational
practice. The Austrian MNCs we explore have a tendency towards the second
model. They combine strong personal relationships with standardisation of
products and processes, using training as a link between them.