Country managers: the next generation

Abstract

Addresses the role of the country general manager in multinational corporations (MNCs). Identifies four distinct types of country manager and attempts to mesh this typology with earlier typologies that have addressed the generic strategies of MNCs and the strategies of individual subsidiaries within MNCs. The result is a matrix that shows the type of country manager most often needed to execute each of four subsidiary roles that are commonly associated with four corresponding MNC strategies.

Citation

Martínez, J.I. and Quelch, J.A. (1996), "Country managers: the next generation", International Marketing Review, Vol. 13 No. 3, pp. 43-55. https://doi.org/10.1108/02651339610123008