The Nürnberg Metropolitan Region is one of the most powerful economic regions in Europe.
Several renowned multinational corporations like Adidas Puma Schaeffler and Siemens as well
as many impressive family-owned firms and hidden champions are headquartered here. This volume
contains 18 case studies of companies and their international operations. The scope of this
volume extends from the early internationalization strategies in the Middle Ages to the
consequences of the COVID-19 pandemic and the Russian war against Ukraine on current business
activities. The case studies cover an extensive range of topics from market entry strategies
marketing activities and human resource management to corporate social responsibility. With
contributions byFranziska Altendorf Judith Ambrosius Marcus Conrad Maxim Grib Christina
Heidemann Helmut Haussmann Dirk Holtbrügge Daniel Maderer Nikhila Raghavan Tassilo Schuster Sue
Claire Trage Luisa Wicht
