The role of continuous improvement within globalization

In recent times almost every day company mergers and acquisitions are annou nced to gain a better position in the dawn of globalization. By becoming a global player a company deals with different economically developed regions being linked to each other with an increasing exchange of products and ser vices. Especially products are affected by regional technical, economical o r demand peculiarities - despite the companies' intention to create a world wide standardized product. To sustain that tension between localization and globalization DaimlerChrysler brand Mercedes-Benz is focusing on both: the worldwide unique brand image in terms of quality and superior performance as well as a regional touch by establishing plants and sales subsidiaries a nd localizing the product according to technical requirements. But this reg ionally tailored approach is triggering a tremendous challenge for Mercedes -Benz: To encapsulate the 'Made in Germany' philosophy within the term 'Mad e by Mercedes-Benz'. Since it needs continuous effort to reach that target Continuous Improvement (CI) is one of the core methodologies to sustain and transfer know-how across different regions to guarantee the quality and sp irit of Mercedes-Bent vehicles.