Abstract
Purpose - The paper aims to explore the role of market orientation in the multinational company's subsidiary's business performance. Design/methodology/approach - The paper is based on a questionnaire survey/analysis of a sample of 252 foreign subsidiaries in the UK. Findings - The paper finds that market orientation is a key driver for business performance at foreign subsidiaries. However, the strength of its impact on performance depends on the subsidiary role. Originality/value - This is the first systematic investigation of the role of market orientation in multinational companies' subsidiaries.
| Original language | English |
|---|---|
| Pages (from-to) | 1181-1192 |
| Number of pages | 12 |
| Journal | Management Decision |
| Volume | 45 |
| Issue number | 7 |
| DOIs | |
| Publication status | Published - 2007 |
Keywords
- business performance
- market orientation
- multinational companies
- subsidiaries
- United Kingdom