Marketing performance of subsidiaries operating abroad: An integrative model
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , |
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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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 |
_version_ |
1793890309662310400 |