Abstract
Is there a relationship between home-country competitive advantages, MNC price/quality product strategies, and firm performance? A cross-national contingency framework is developed, identifying three “regional stereotypes” of price/quality relationships, fueled by history and consumer perceptions, which appear to result in superior MNC performance. Findings indicate that the “stereotypes'” influences have diminished over time (as MNCs shift from home country advantages to global firm-specific advantages). However, Triad MNCs that use these product strategies (Japan [superior value], EU [premium] and U.S. [economy]) still, on average, demonstrate superior performance.
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*Lance Eliot Brouthers, a senior faculty member in the Division of Management and Marketing, University of Texas-San Antonio, publishes international strategy and comparative management research.
**Steve Werner is an Associate professor in the department of Management at the University of Houston. His research interests include international business and human resources.
***Erika Matulich is an Assistant Professor of Marketing at The University of Tampa in Florida. Her areas of expertise include strategic planning and educational technology.
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Brouthers, L., Werner, S. & Matulich, E. The Influence of Triad Nations' Environments on Price-Quality Product Strategies and MNC Performance. J Int Bus Stud 31, 39–62 (2000). https://doi.org/10.1057/palgrave.jibs.8490899
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DOI: https://doi.org/10.1057/palgrave.jibs.8490899