The Small Multinationals

Abstract

The more one penetrates the role of the manager abroad, the more it becomes apparent that it depends on the degree of centralization or decentralization to which his company is committed. However, this apparent simplification conceals complexities within it. As we have seen, even the most decentralized firm tends to hold a firm rein on financial management and as we will observe, the most home-office oriented corporations must concede considerable freedom to the manager afield in the matter of marketing. The qualifications do not end there, because while different industries may share the same viewpoint on finance, their emphasis on marketing varies tremendously. It is not unusual for a man who has made his mark in marketing consumer goods abroad to wind up his career as president of the firm at headquarters, but this is most unlikely when the company is in the petroleum business, heavy industry or banking.