Decision Adjustment between Headquarter and Regional Headquarter in Global Brand Management

本研究的目的在于阐明日本耐用消费品跨国公司（特别是一种运输机械和一种电机）全球品牌管理中，总部品牌管理组织与地区总部品牌管理组织之间的决策调整。目前，全球品牌已经成为企业盈利的基础，可以有效地进入发展中国家市场。但是，地区总部和子公司可能被允许按国家或地理区域将全球品牌本地化。这可能会促进跨国公司全球品牌决策结构的变化。

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.