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dc.contributor.authorSchleimer, Stephanie C
dc.contributor.authorCoote, Leonard V
dc.contributor.authorRiege, Andreas
dc.date.accessioned2017-05-03T14:05:41Z
dc.date.available2017-05-03T14:05:41Z
dc.date.issued2014
dc.date.modified2014-04-01T06:26:33Z
dc.identifier.issn0148-2963
dc.identifier.doi10.1016/j.jbusres.2013.01.020
dc.identifier.urihttp://hdl.handle.net/10072/57666
dc.description.abstractThe 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.publisherElsevier
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom307
dc.relation.ispartofpageto315
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume67
dc.rights.retentionY
dc.subject.fieldofresearchOrganisation and Management Theory
dc.subject.fieldofresearchcode150310
dc.titleHeadquarters to subsidiary transfer effects on marketing strategy exploitation
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of International Business and Asian Studies
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorSchleimer, Stephanie C.


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