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Examining Performance of U.S. Multinationals in Foreign Markets

Author

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  • Susan P Douglas

    (New York University)

  • C Samuel Craig

    (New York University)

Abstract

In the U.S., a basic tenet of business philosophy is that profitability is related to market share. The generality of this finding in markets outside of the U.S. is examined based on a sample of product businesses drawn from the PIMS (Profit Impact of Marketing Strategy) data base. All businesses belong to firms whose corporate headquarters are located in the U.S. The relation between 7 marketing mix variables and market share and ROI (return on investment) is compared. In general, the relationship market share and ROI appears to hold in European and other foreign markets. The marketing mix variables associated with these measures of performance, however, as well as the strength of the relationship, vary by market area.© 1983 JIBS. Journal of International Business Studies (1983) 14, 51–62

Suggested Citation

  • Susan P Douglas & C Samuel Craig, 1983. "Examining Performance of U.S. Multinationals in Foreign Markets," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 14(3), pages 51-62, September.
    • Handle: RePEc:pal:jintbs:v:14:y:1983:i:3:p:51-62
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    3. Sin, Leo Y. M. & Tse, Alan C. B. & Yau, Oliver H. M. & Chow, Raymond P. M. & Lee, Jenny S. Y. & Lau, Lorett B. Y., 2005. "Relationship marketing orientation: scale development and cross-cultural validation," Journal of Business Research, Elsevier, vol. 58(2), pages 185-194, February.
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    5. Christmann, Petra & Day, Diana & Yip, George S., 1999. "The relative influence of country conditions, industry structure, and business strategy on multinational corporation subsidiary performance," Journal of International Management, Elsevier, vol. 5(4), pages 241-265.
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    7. Chung, Henry F.L. & Rose, Ellen & Huang, Pei-how, 2012. "Linking international adaptation strategy, immigrant effect, and performance: The case of home–host and cross-market scenario," International Business Review, Elsevier, vol. 21(1), pages 40-58.
    8. Bathaee, Atieh, 2011. "Culture affects consumer behavior: Theoretical reflections and an illustrative example with Germany and Iran," Wirtschaftswissenschaftliche Diskussionspapiere 02/2011, University of Greifswald, Faculty of Law and Economics.
    9. Patel, Jayesh D. & Trivedi, Rohit H. & Yagnik, Arpan, 2020. "Self-identity and internal environmental locus of control: Comparing their influences on green purchase intentions in high-context versus low-context cultures," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    10. Zhaoyang Guo & Wei Jiang, 2020. "Risk-taking for entrepreneurial new entry: risk-taking dimensions and contingencies," International Entrepreneurship and Management Journal, Springer, vol. 16(2), pages 739-781, June.
    11. Chen, Homin, 1999. "International performance of multinationals: a hybrid model," Journal of World Business, Elsevier, vol. 34(2), pages 157-170, July.
    12. Cossío-Silva, Francisco-José & Revilla-Camacho, María-Ángeles & Vega-Vázquez, Manuela & Palacios-Florencio, Beatriz, 2016. "Value co-creation and customer loyalty," Journal of Business Research, Elsevier, vol. 69(5), pages 1621-1625.
    13. Appiah-Adu, Kwaku, 1999. "The impact of economic reform on business performance: A study of foreign and domestic firms in Ghana," International Business Review, Elsevier, vol. 8(4), pages 463-486, August.
    14. Cai, Yuanfeng & Shannon, Randall, 2012. "Personal values and mall shopping behavior: The mediating role of attitude and intention among Chinese and Thai consumers," Australasian marketing journal, Elsevier, vol. 20(1), pages 37-47.
    15. Mostaque Ahmed Zebal & Ali Quazi, 2011. "Investigating The Determinants And Outcomes Of Market Orientation: Evidence From Bangladesh Banks," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 4(2), pages 35-47.
    16. Aggarwal, Raj & Berrill, Jenny & Hutson, Elaine & Kearney, Colm, 2011. "What is a multinational corporation? Classifying the degree of firm-level multinationality," International Business Review, Elsevier, vol. 20(5), pages 557-577, October.
    17. Li, Tiger & Cavusgil, S. Tamer, 1995. "A classification and assessment of research streams in International Marketing," International Business Review, Elsevier, vol. 4(3), pages 251-277, September.
    18. Malhotra, Shavin & Sivakumar, K. & Zhu, PengCheng, 2011. "A comparative analysis of the role of national culture on foreign market acquisitions by U.S. firms and firms from emerging countries," Journal of Business Research, Elsevier, vol. 64(7), pages 714-722, July.

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