Dependence, Trust, and Relational Behavior on The Part of Foreign Subsidiary Marketing Operations : Implications for Managing Global Marketing Operations  

Oleh:

Bearden, William O. ; Hewett, Kelly

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 65 no. 4 (2001), page 51-66.
Topik: MARKETING; dependence; trust; relational behaviour; foreign subsidiary marketing; global marketing; operations

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The authors explore how a global firm's ability to foster successful relationships between its foreign subsidiaries' and headquarters' marketing operations can enhance the performance of products across markets. The results show that cooperative behaviours are positively associated with product performance in the subsidiaries' markets. National culture inu the foreign markets is also found to moderate the effect of trust on relational behaviours. In addition, the subsidiaries' acquiescence becomes increasingly important as the firm attempts to standardize marketing programs.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali