| Abstract: | The role of the country manager in the multinational corporation has changed substantially in recent years in both North America and Europe. Where the country manager previously held full responsibility for the national operations, frequently the role is now reduced to that of spokesperson and figurehead. This article describes four generic country management functions that were identified in a recent study of 15 multinationals, and describes the structural and environmental contingencies associated with each. The future role of the country manager is also assessed. © 1995 John Wiley & Sons, Inc. |
