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Marketing home and away: perceptions of managers in headquarters and subsidiaries

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  • Chan, Chi-fai
  • Holbert, Neil Bruce

Abstract

Accompanying the irreversible trend of globalization, management of the tensions between MNCs and their subsidiaries has become a major issue. In this regard, the present study attempts to reveal differences in the perceptions of the marketing process between home office marketing departments at MNCs, and the marketing departments of their subsidiaries in Hong Kong. The quantitative and qualitative findings suggest that important divergence between home and away in various aspects of the marketing process exists. This divergence may lead to poor relationships, dysfunctional conflict, and ineffectiveness.

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  • Chan, Chi-fai & Holbert, Neil Bruce, 2001. "Marketing home and away: perceptions of managers in headquarters and subsidiaries," Journal of World Business, Elsevier, vol. 36(2), pages 205-221, July.
    • Handle: RePEc:eee:worbus:v:36:y:2001:i:2:p:205-221
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    References listed on IDEAS

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    1. Nakiye Boyacigiller, 1990. "The Role of Expatriates in the Management of Interdependence Complexity and Risk in Multinational Corporations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 21(3), pages 357-381, September.
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    1. Kaufmann, Lutz & Roessing, Soenke, 2005. "Managing conflict of interests between headquarters and their subsidiaries regarding technology transfer to emerging markets--a framework," Journal of World Business, Elsevier, vol. 40(3), pages 235-253, August.
    2. Hsiang-Lin Cheng & C.-M. J. Yu, 2012. "Adoption of Practices by Subsidiaries and Institutional Interaction within Internationalised Small- and Medium-Sized Enterprises," Management International Review, Springer, vol. 52(1), pages 81-105, February.
    3. Joshi, Aparna & Labianca, Giuseppe & Caligiuri, Paula M., 2002. "Getting along long distance: understanding conflict in a multinational team through network analysis," Journal of World Business, Elsevier, vol. 37(4), pages 277-284, January.
    4. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.

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