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  • Headquarters to subsidiary transfer effects on marketing strategy exploitation

    Author(s)
    Schleimer, Stephanie C
    Coote, Leonard V
    Riege, Andreas
    Griffith University Author(s)
    Schleimer, Stephanie C.
    Year published
    2014
    Metadata
    Show full item record
    Abstract
    The transfer of locally created marketing strategies worldwide represents a key competitive advantage for multinational corporations (MNCs). Although a research topic of much interest, empirical content of past studies is scarce. Absorptive capacity studies typically test direct effects of either the transfer capacity of the strategy's initiator or the recipient's ability to process and exploit the strategy on related learning outcomes. Mixed findings allow the possibility of more complex relationships. This study examines the relationships between MNC headquarters and marketing units located in subsidiary firms using a ...
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    The transfer of locally created marketing strategies worldwide represents a key competitive advantage for multinational corporations (MNCs). Although a research topic of much interest, empirical content of past studies is scarce. Absorptive capacity studies typically test direct effects of either the transfer capacity of the strategy's initiator or the recipient's ability to process and exploit the strategy on related learning outcomes. Mixed findings allow the possibility of more complex relationships. This study examines the relationships between MNC headquarters and marketing units located in subsidiary firms using a sample of 213 marketing managers. The study systematically explores linear, interaction, and quadratic effects within a structural equation modeling paradigm. The findings indicate that the relationship between a MNC headquarters' transfer capacity and a subsidiary marketing unit's processing capacity on the strategy's exploitation is one of mediation and moderation. The subsidiary marketing unit's processing capacity is a key mediating variable and headquarters' transfer capacity moderates the effects of this variable on the exploitation of the marketing strategy by the subsidiary's unit.
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    Journal Title
    Journal of Business Research
    Volume
    67
    Issue
    3
    DOI
    https://doi.org/10.1016/j.jbusres.2013.01.020
    Subject
    Organisation and Management Theory
    Marketing
    Publication URI
    http://hdl.handle.net/10072/57666
    Collection
    • Journal articles

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