Die Ru ¨ckkehr auf den Weltmarkt. Die Internationalisierung der Bayer AG Leverkusen nach dem Zweiten Weltkrieg bis zum Jahre 1961.By Patrick Kleedehn. Stuttgart: Franz Steiner Verlag. 2007. Beitra ¨ge zur Unternehmensgeschichte, Bd. 26. Pp. 385. Paper 50.00.ISBN 978-3-515-09029-2.

摘要

What Kleedehn offers here is workmanlike and unspectacular—more of ann“Untersuchung” than a clear narrative. The book is structured as an exercise innmanagement studies, using the “eclectic paradigm” of John Dunning as a frame-nwork for analyzing Bayer’s decision-making. As Kleedehn observes, export-noriented firms face three basic options in pursuing overseas markets: shouldnthey (a) manufacture in Germany and export finished products, (b) licensentheir technology to external producers, or (c) build their own production sitesnoverseas in connection with foreign partners? Using case studies in fourncountries (Argentina, Brazil, the United States, and France), Kleedehn seeks to evaluate why Bayer made the investment choices it did in bringing a range ofnproducts to market from ca. 1948–61.