AKRON, Ohio (AP) _ The Goodyear Tire & Rubber Co. said Friday it will shuffle its European regional operations to centralize its operations and bring most executives back to its U.S. headquarters.

The tiremaker said about 100 employees will be laid off, while most of the regional staff will be moved to the company's technical center in Luxembourg. Much of the staff now is located at Brussels, Belgium.

After Aug. 1, two executives - Sylvain Valensi, head of sales and marketing for Europe, and Bert Wierman, tire technology chief - will be based at Luxembourg. Another 11 executives, who make up the rest of the European executive committee, will move to the Akron headquarters, Goodyear said.

''We've reached the conclusion that we can serve our customers better - and thus our shareholders - by restructuring the organization,'' Goodyear's European operations President William Sharp said. ''The move of our sales and marketing people will enable the 'business' and 'technical' elements of our organization to be better integrated, thereby allowing us to develop new, innovative products more quickly.''

Goodyear has 19,000 employees at 10 tire plants in eight European countries. The company said its 1992 European sales exceeded $2.3 billion.