Case study 16

Launching a business in Europe requires coordination of many functions. How can the company manage this effectively?

Company P decided to enter the European market and asked its functional leaders in the global HQs to find out what needs to be done. The company quickly realised that they needed a control tower and a process to coordinate activities across functions. An experienced project manager was hired and with her help the company kicked off a business launch team that consisted of finance, supply, legal, quality, and regulatory professionals based in Europe. It also created a steering committee of global executives that oversaw the working team. The team produced a detailed business launch plan and coordinated key cross-functional activities such as design of the supply chain and the affiliate structure.