Europe has its strength in regional cultural diversity. However, current debates surrounding globalisation and the integration of markets tend to focus on the homogenisation of cultures, whilst the emergence of vital and innovative regional cultures has typically been neglected. This edited collection addresses this gap, considering relevant questions such as how strategies, orientations, values and symbols help a company to become aware of its location, and how different regional cultures are of interest to particular types of companies. The book's central focus is the interaction of regional and corporate cultures; how different cultures come together, shape each other and change. The volume takes an interdisciplinary approach, bringing together research from cultural science, regional science, social science and economics.

Introduction: Companies, Cultures, and the Region: Interactions and Outcomes Nick Clifton, Stefan Gärtner and Dieter Rehfeld 1. A Virtuous Circle? Co-evolution of Regional and Corporate Cultures Peter Prud'homme van Reine and Ben Dankbaar 2. Open Innovation and Regional Culture-Findings from Different Industrial and Regional Settings Franz Tödtling, Peter Prud'homme van Reine and Steffen Dörhöfer 3. Path Dependence and New Paths in Regional Evolution: In Search of the Role of Culture Philip Cooke and Dieter Rehfeld 4. Corporations and Regions: Capturing Multiple Vicinity Spaces in European Regions Stefan Gärtner 5. Contrasting the Footloose Company: Social Capital, Organizational Fields and Culture Steffen Dörhöfer, Christoph Minnig, Ulrich Pekruhl and Peter Prud'homme van Reine 6. Regional Culture in the Market Place: Place Branding and Product Branding as Cultural Exchange Nick Clifton 7. Continuity and Discontinuity in the Interaction of Regional and Corporate Cultures: Potsdam (Germany) and Gyor (Hungary) Miklós Losoncz Epilogue Nick Clifton, Stefan Gärtner and Dieter Rehfeld