Marketing performance of subsidiaries operating abroad: An integrative model

Detalhes bibliográficos
Autor(a) principal: Falcão, Roberto Flores
Data de Publicação: 2017
Outros Autores: Masiero, Gilmar, Campomar, Marcos
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Internext
Texto Completo: https://internext.espm.br/internext/article/view/360
Resumo: In the internationalization process firms face challenges in order to be successful, such as enabling knowledge transfer, finding the optimum balance between standardizing/adapting their marketing strategies, determining the strength of external networks, and deciding degrees of reverse innovation. Research on knowledge transfer in multinational firms has grown considerably over the last 15 years, but still little is known about its impact on the marketing performance of subsidiaries. The majority of the investigations carried out analyze knowledge transfer but not its interrelationships with the performance of subsidiaries. Several other studies evaluate the standardization/adaptation decision, but do not take into consideration issues such as operational environments or psychic distance. To fill this gap we review 70 articles published in top-tier peer-reviewed international and national journals in the field of international business and international marketing. From this review we build up a framework for the development of an integrative and explanatory theoretical model of the marketing performance of subsidiaries operating abroad with fifteen propositions. In this paper we present a literature review and model that will be empirically tested after gathering information to form a reliable database about the performance of multinationals.
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spelling Marketing performance of subsidiaries operating abroad: An integrative modelInternational MarketingMarketingPerformance SubsidiariesIntegrative ModelMarketing InternacionalIn the internationalization process firms face challenges in order to be successful, such as enabling knowledge transfer, finding the optimum balance between standardizing/adapting their marketing strategies, determining the strength of external networks, and deciding degrees of reverse innovation. Research on knowledge transfer in multinational firms has grown considerably over the last 15 years, but still little is known about its impact on the marketing performance of subsidiaries. The majority of the investigations carried out analyze knowledge transfer but not its interrelationships with the performance of subsidiaries. Several other studies evaluate the standardization/adaptation decision, but do not take into consideration issues such as operational environments or psychic distance. To fill this gap we review 70 articles published in top-tier peer-reviewed international and national journals in the field of international business and international marketing. From this review we build up a framework for the development of an integrative and explanatory theoretical model of the marketing performance of subsidiaries operating abroad with fifteen propositions. In this paper we present a literature review and model that will be empirically tested after gathering information to form a reliable database about the performance of multinationals.Escola Superior de Propaganda e Marketing - ESPM2017-01-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/36010.18568/1980-4865.11364-77Internext - International Business and Management Review ; Vol. 11 No. 3 (2016): September/December; 64-77Internext; v. 11 n. 3 (2016): Setembro/Dezembro; 64-771980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMenghttps://internext.espm.br/internext/article/view/360/292Copyright (c) 2016 Internextinfo:eu-repo/semantics/openAccessFalcão, Roberto FloresMasiero, GilmarCampomar, Marcos2023-06-06T20:48:55Zoai:ojs.emnuvens.com.br:article/360Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-06-06T20:48:55Internext - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Marketing performance of subsidiaries operating abroad: An integrative model
title Marketing performance of subsidiaries operating abroad: An integrative model
spellingShingle Marketing performance of subsidiaries operating abroad: An integrative model
Falcão, Roberto Flores
International Marketing
Marketing
Performance Subsidiaries
Integrative Model
Marketing Internacional
title_short Marketing performance of subsidiaries operating abroad: An integrative model
title_full Marketing performance of subsidiaries operating abroad: An integrative model
title_fullStr Marketing performance of subsidiaries operating abroad: An integrative model
title_full_unstemmed Marketing performance of subsidiaries operating abroad: An integrative model
title_sort Marketing performance of subsidiaries operating abroad: An integrative model
author Falcão, Roberto Flores
author_facet Falcão, Roberto Flores
Masiero, Gilmar
Campomar, Marcos
author_role author
author2 Masiero, Gilmar
Campomar, Marcos
author2_role author
author
dc.contributor.author.fl_str_mv Falcão, Roberto Flores
Masiero, Gilmar
Campomar, Marcos
dc.subject.por.fl_str_mv International Marketing
Marketing
Performance Subsidiaries
Integrative Model
Marketing Internacional
topic International Marketing
Marketing
Performance Subsidiaries
Integrative Model
Marketing Internacional
description In the internationalization process firms face challenges in order to be successful, such as enabling knowledge transfer, finding the optimum balance between standardizing/adapting their marketing strategies, determining the strength of external networks, and deciding degrees of reverse innovation. Research on knowledge transfer in multinational firms has grown considerably over the last 15 years, but still little is known about its impact on the marketing performance of subsidiaries. The majority of the investigations carried out analyze knowledge transfer but not its interrelationships with the performance of subsidiaries. Several other studies evaluate the standardization/adaptation decision, but do not take into consideration issues such as operational environments or psychic distance. To fill this gap we review 70 articles published in top-tier peer-reviewed international and national journals in the field of international business and international marketing. From this review we build up a framework for the development of an integrative and explanatory theoretical model of the marketing performance of subsidiaries operating abroad with fifteen propositions. In this paper we present a literature review and model that will be empirically tested after gathering information to form a reliable database about the performance of multinationals.
publishDate 2017
dc.date.none.fl_str_mv 2017-01-05
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://internext.espm.br/internext/article/view/360
10.18568/1980-4865.11364-77
url https://internext.espm.br/internext/article/view/360
identifier_str_mv 10.18568/1980-4865.11364-77
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://internext.espm.br/internext/article/view/360/292
dc.rights.driver.fl_str_mv Copyright (c) 2016 Internext
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Internext
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
dc.source.none.fl_str_mv Internext - International Business and Management Review ; Vol. 11 No. 3 (2016): September/December; 64-77
Internext; v. 11 n. 3 (2016): Setembro/Dezembro; 64-77
1980-4865
reponame:Internext
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Internext
collection Internext
repository.name.fl_str_mv Internext - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv internext@espm.br
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