Skip to main content
main-content

Tipp

Weitere Artikel dieser Ausgabe durch Wischen aufrufen

01.10.2011 | Original Empirical Research | Ausgabe 5/2011

Journal of the Academy of Marketing Science 5/2011

Implementation of market orientation in the subsidiaries of global companies: the role of institutional factors

Zeitschrift:
Journal of the Academy of Marketing Science > Ausgabe 5/2011
Autoren:
Ahmet H. Kirca, William O. Bearden, Kendall Roth

Abstract

Drawing upon the market orientation literature and institutional theory, this study examines the factors that affect the implementation of market orientation in the subsidiaries of global companies, using data gathered from multiple informants and multiple sources in 79 subsidiaries located in 45 countries. Findings indicate that the market orientation of subsidiaries is positively related to the legal institutions, local competition in the host country market, and the market orientation of headquarters. The findings also indicate that the headquarters’ market orientation has more pronounced effects on the implementation of market orientation for subsidiaries that strongly identify with headquarters. Moreover, the study demonstrates that cultural distance between home and host countries of the subsidiary strengthens the positive effects of competitive intensity on market orientation implementation. As such, this research addresses an important concern among researchers and managers that is related to how to increase the market orientation and, thereby, the performance of their subsidiaries located in foreign countries.

Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten

Literatur
Über diesen Artikel

Weitere Artikel der Ausgabe 5/2011

Journal of the Academy of Marketing Science 5/2011 Zur Ausgabe