Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance

• 成果类型: Article
• 署名作者: Hewett, K; Roth, MS; Roth, K
• 署名单位: Winthrop University; University of South Carolina System; University of South Carolina Columbia
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/palgrave.jibs.8400054
• 发表日期: 2003
• 页码: 567-585
• 关键词: standardization; Marketing; strategy

摘要

In this study, we examine the extent to which foreign subsidiaries are responsible for the development and implementation of marketing activities, as compared with these activities being controlled by headquarters. We propose and test a model of conditions that affect such headquarters and subsidiary roles, and explore the extent to which the alignment of these roles with certain conditions is associated with product performance. Our findings suggest that the more closely headquarters and subsidiary roles in marketing activities are aligned with relational, industry, and market conditions, the greater market share tends to be.