Johnson & Johnson’s choice of regional headquarters and innovation hub: Why Singapore?

Publication Type

Case

Publication Date

9-2020

Abstract

In November 2019, Tommy Leong, Zone President, East Asia & Japan (EAJ), of Schneider Electric, a French multinational corporation (MNC), hosted regional clients in the Singapore HQ building. He highlighted how the company would capitalise on digital transformation to help create a futuristic city.

Despite the high operating costs, Singapore was an ideal location for a regional HQ because of its first-rate infrastructure, strategic location and business-friendly corporate ecosystem. Through the Economic Development Board, the government actively pitched to MNCs and provided concierge services when possible.

Schneider Electric was the global leader in energy management and industrial automation with strong growth prospects due to increasing urbanisation and digitisation trends. Leong had identified ASEAN as the growth region for the company. How could he create customised solutions for the business requirements of clients?

The case can be used in courses related to International Management to teach undergraduate, postgraduate and executive education students. After studying the case, they should be able to identify the key features to consider when setting up a regional HQ and selecting a location and understand the factors in building a business ecosystem to provide complex solutions to clients.

Keyword(s)

Regional Hub, Innovation, Ecosystem, Technology Hub, Multinational Strategy, Singapore Headquarters

Discipline

Corporate Finance | Strategic Management Policy

Data Source

Field Research

Industry

Beverages

Geographic Coverage

China

Temporal Coverage

2019

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-20-0001

Comments

SMU Faculty/Staff can download the case and teaching note with your SMU login ID and Password via the following links:

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For purchase of the case and supplementary materials via The Case Centre, please access the following links:

  • · The Case Part A (SMU-20-0030)
  • · The Case Part B (SMU-20-0030)
  • · Teaching Note (SMU-20-0030)

For purchase of the case and supplementary materials via Harvard Business Publishing, please access the following links:

  • · The Case Part A (SMU-20-0030)
  • · The Case Part B (SMU-20-0030)
  • · Teaching Note (SMU-20-0030)

Additional URL

https://cmp.smu.edu.sg/case/4566

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