European Business in China: Asia-Pacific Headquarters Study
The Asia-Pacific Headquarters Study 2011, conducted by the European Union Chamber of Commerce in China (European Chamber) in cooperation with Roland Berger Strategy Consultants, examines the growing trend among multinational companies (MNCs) towards establishing regional headquarters in Asia Pacific. The gradual global economic shift towards the Asia-Pacific region has many MNCs placing an increasing strategic importance in this region, especially as regional GDP and consumer demand growth rates outperform those in other regions.
This study examines how European MNCs select the location of their Asia-Pacific regional headquarters in order to compare the perceived competitive advantages of various cities in the region. In consolidating the different experiences, the European Chamber seeks to provide a valuable resource for foreign MNCs looking to expand their presence in the region.
The study also provides the region's various governmental authorities with informed recommendations (e.g., to Shanghai's municipal government) and suggestions (e.g., to other city governments in Asia) that are mutually beneficial for these authorities and the international business community.