TITLE

Marketing Home and Away: Perceptions of Managers in Headquarters and Subsidiaries

AUTHOR(S)
Chi-Fai Chan; Holbert, Neil Bruce
PUB. DATE
July 2001
SOURCE
Journal of World Business;Summer2001, Vol. 36 Issue 2, p205
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Accompanying the irreversible trend of globalization, management of the tensions between MNCs and their subsidiaries has become a major issue. In this regard, the present study attempts to reveal differences in the perceptions of the marketing process between home office marketing departments at MNCs, and the marketing departments of their subsidiaries in Hong Kong. The quantitative and qualitative findings suggest that important divergence between home and away in various aspects of the marketing process exists. This divergence may lead to poor relationships, dysfunctional conflict, and ineffectiveness.
ACCESSION #
4498320

 

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