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

Author

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  • K Hewett

    (Management and Marketing Department, College of Business Administration, Winthrop University, Rock Hill, USA)

  • M S Roth

    (Moore School of Business, University of South Carolina, Columbia, USA)

  • K Roth

    (Moore School of Business, University of South Carolina, Columbia, USA)

Abstract

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. Journal of International Business Studies (2003) 34, 567–585. doi:10.1057/palgrave.jibs.8400054

Suggested Citation

  • K Hewett & M S Roth & K Roth, 2003. "Conditions influencing headquarters and foreign subsidiary roles in marketing activities and their effects on performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(6), pages 567-585, November.
    • Handle: RePEc:pal:jintbs:v:34:y:2003:i:6:p:567-585
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    Citations

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    Cited by:

    1. Urmas Varblane & Katrin Männik & Helena Hannula, 2005. "Autonomy And Performance Of Foreign Subsidiaries In Transition Countries," University of Tartu - Faculty of Economics and Business Administration Working Paper Series 38, Faculty of Economics and Business Administration, University of Tartu (Estonia).
    2. Galli Geleilate, Jose-Mauricio & Andrews, Daniel S. & Fainshmidt, Stav, 2020. "Subsidiary autonomy and subsidiary performance: A meta-analysis," Journal of World Business, Elsevier, vol. 55(4).
    3. Caroline Reimann & Fernando Carvalho & Marcelo Duarte, 2021. "The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    4. Schleimer, Stephanie C. & Coote, Leonard V. & Riege, Andreas, 2014. "Headquarters to subsidiary transfer effects on marketing strategy exploitation," Journal of Business Research, Elsevier, vol. 67(3), pages 307-315.
    5. Grøgaard, Birgitte, 2012. "Alignment of strategy and structure in international firms: An empirical examination," International Business Review, Elsevier, vol. 21(3), pages 397-407.
    6. Chia-Wen Hsu & Homin Chen, 2009. "Foreign Direct Investment and Capability Development," Management International Review, Springer, vol. 49(5), pages 585-605, October.
    7. Li, Jingxun & Lee, Ruby P., 2015. "Can knowledge transfer within MNCs hurt subsidiary performance? The role of subsidiary entrepreneurial culture and capabilities," Journal of World Business, Elsevier, vol. 50(4), pages 663-673.
    8. Qu, Riliang & Zhang, Zelin, 2015. "Market orientation and business performance in MNC foreign subsidiaries— Moderating effects of integration and responsiveness," Journal of Business Research, Elsevier, vol. 68(5), pages 919-924.
    9. Benjamin Lawrence & Jie J. Zhang & Liwu Hsu & Sarah Zheng, 2021. "Return on Investments in Hotel Franchising: Understanding Moderating Effects of Franchisee Dependence," Production and Operations Management, Production and Operations Management Society, vol. 30(8), pages 2420-2440, August.
    10. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.
    11. Danny T Wang & Simon X Zhao & Flora F Gu & Wendy Y Chen, 2011. "Power or Market? Location Determinants of Multinational Headquarters in China," Environment and Planning A, , vol. 43(10), pages 2364-2383, October.
    12. Terence J. V. Saldanha & Arvin Sahaym & Sunil Mithas & Mariana Giovanna Andrade-Rojas & Abhishek Kathuria & Hsiao-Hui Lee, 2020. "Turning Liabilities of Global Operations into Assets: IT-Enabled Social Integration Capacity and Exploratory Innovation," Information Systems Research, INFORMS, vol. 31(2), pages 361-382, June.
    13. Urmas Varblane & Katrin M??nnik & Helena Hannula, 2005. "Autonomy and Performance of Foreign Subsidiaries in five Transition Countries," William Davidson Institute Working Papers Series wp780, William Davidson Institute at the University of Michigan.
    14. Jong Min Lee, 2022. "MNCs as dispersed structures of power: Performance and management implications of power distribution in the subsidiary portfolio," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(1), pages 126-155, February.
    15. Lee, Jong Min, 2019. "Intra- and inter-regional diversification, subsidiary value chain activities and expatriate utilization," Journal of International Management, Elsevier, vol. 25(3), pages 1-1.
    16. Alain Verbeke & James J. Chrisman & Wenlong Yuan, 2007. "A Note on Strategic Renewal and Corporate Venturing in the Subsidiaries of Multinational Enterprises," Entrepreneurship Theory and Practice, , vol. 31(4), pages 585-600, July.
    17. Scott, Pamela & Gibbons, Patrick & Coughlan, Joseph, 2010. "Developing subsidiary contribution to the MNC--Subsidiary entrepreneurship and strategy creativity," Journal of International Management, Elsevier, vol. 16(4), pages 328-339, December.
    18. Jiang, Fuming & Travaglione, Tony & Liu, Li Xian & Li, Jizhong, 2021. "When does the global mindset affect headquarters–subsidiary relationships?," Journal of Business Research, Elsevier, vol. 136(C), pages 523-542.
    19. Stephanie C. Schleimer & Torben Pedersen, 2013. "The Driving Forces of Subsidiary Absorptive Capacity," Journal of Management Studies, Wiley Blackwell, vol. 50(4), pages 646-672, June.
    20. Guey-Huey Li & Chwo-Ming Yu & Dah-Hsian Seetoo, 2010. "Toward a Theory of Regional Organization," Management International Review, Springer, vol. 50(1), pages 5-33, February.
    21. Björn Ambos & Bodo B. Schlegelmilch, 2008. "Innovation in multinational firms: Does cultural fit enhance performance?," Management International Review, Springer, vol. 48(2), pages 189-206, April.
    22. Hughes, Paul & Morgan, Robert E., 2008. "Fitting strategic resources with product-market strategy: Performance implications," Journal of Business Research, Elsevier, vol. 61(4), pages 323-331, April.
    23. Gu, Yiwen (Jenny) & Filatotchev, Igor & Greg Bell, R. & Rasheed, Abdul A., 2019. "Liability of foreignness in capital markets: Institutional distance and the cost of debt," Journal of Corporate Finance, Elsevier, vol. 57(C), pages 142-160.
    24. Lee, Hyunae & Yang, Sung-Byung & Chung, Namho, 2021. "Out of sight, out of cancellation: The impact of psychological distance on the cancellation behavior of tourists," Journal of Air Transport Management, Elsevier, vol. 90(C).

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