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CASES

Norgine

Norgine is a pharmaceutical company one of whose specialist areas is gastroenterology. Established over 100 years ago, the company has been experiencing explosive growth for almost two decades. Headquartered in London with production facilities in England and France, Norgine employs a staff of about 1,000. During the last ten years, European expansion has formed an important part of the company's strategy.

John Lyon, Commercial Manager, is lavish in his praise of Copenhagen - and he is in no doubt that Norgine made the right choice in deciding to place its new Nordic head office in the heart of Copenhagen.

Since being tasked in 2002 to examine the prospect of going directly into the Scandinavian market, John Lyon has done his homework thoroughly. He identified a number of strong arguments in favour of Copenhagen.

"From the outset, Copenhagen Capacity has been extremely helpful," says John Lyon. His research quickly convinced him that the final choice of location would rest between Copenhagen and Stockholm.

"Copenhagen Capacity was very quick off the mark, providing invaluable information on a wide range of considerations: costs, offices, infrastructure, taxation laws, labour market regulations etc., all supported by their in-depth knowledge of the Danish market."

He was able to utilise the contact throughout the entire process, which culminated in the inauguration of Norgine's Nordic head office in December 2006.

According to John Lyon, it was a combination of many parameters that persuaded Norgine to opt for Copenhagen, but if he was to single out one key consideration it would probably be the geographical aspect.

"Copenhagen is easily accessible. There are frequent train connections to Sweden and excellent international air connections. And the good infrastructure extends to the transport of goods to the rest of Scandinavia. Copenhagen is simply the prime choice from a distribution point of view."

John Lyon goes on to say that the location has also made recruitment much easier.

"In Copenhagen we found staff with the right qualifications, and with the fixed link to Sweden it has also proven easy to recruit Swedish staff. For instance, our product manager in Copenhagen is a Swede," explains John Lyon.

"Copenhagen has been a good choice for us," confirms John Lyon. "In fact, we are so satisfied with our new Scandinavian set-up that we intend to use it as a template for our further expansion in Europe."

DaimlerChrysler

In 1999 DaimlerChrysler established a new Scandinavian headquarter in the Øresund Region with offices in both Copenhagen and Malmö. The reason was the considerable synergies that could be gained from exploiting the strong position the Region has developed, as well as a very good infrastructure internally within the Region and also externally.

All head office activities are concentrated in one place, the Øresund Region. The administrative functions are located on the Danish side, including agencies for the different brands, logistics, PR, marketing etc. On the Swedish side the company has placed training, technical operations and servicing of cars and trucks.

The company was moved from two locations: Hillerød, north of Copenhagen, and Stockholm. All employees were offered relocation to the new premises and the move went smoothly and successfully. DaimlerChrysler handles it's own recruitment and generally has no problems attracting qualified labour.

DaimlerChrysler in the Øresund Region has created and is still developing a distinct Øresund company culture that fully exploits the potential of an Øresund Region location.