Bücher der Reihe European Management series

This stimulating case-study volume addresses key issues in organizational behaviour (OB), organizational change and human resource management (HRM) in a range of European organizations. Its consistent emphasis is organizational change in a shifting, `internationalizing' world and sensitivity to the impact of different cultures on the problems as they are defined, as well as on their solutions.

This stimulating case-study volume addresses key issues in organizational behaviour (OB), organizational change and human resource management (HRM) in a range of European organizations. Its consistent emphasis is organizational change in a shifting, `internationalizing' world and sensitivity to the impact of different cultures on the problems as they are defined, as well as on their solutions.

This work highlights key marketing issues in contexts characterized by diversity of markets, competitors and consumers. Cases draw on students' ability to think about broader strategic issues such as global standardization versus customization.