Decision Adjustment between Headquarter and Regional Headquarter in Global Brand Management

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The purpose of this study is to clarify the decision making adjustment between the brand management organization of the headquarter and the regional headquarter about the global brand management in Japanese consumer durable multinational companies(particularly a transportation machine and an electric machine).Currently, global brand have been already established as the base of the profit, and it can be effectively introduced into the markets of developing country. But, regional headquarters and subsidiaries may be permitted to localize a global brand by country or geographic area. This may promote a change for the decision making structure about the global brand in multinational companies.