The role of market orientation in the business success of the MNC’s foreign subsidiaries

Riliang Qu

Research output: Contribution to conferenceAbstract

Abstract

In recent discussions over the contribution of marketing to the strategy dialogue, market orientation has been singled out as being of particular importance in relation to the understanding of competitive advantage (Day et al 1992, Hunt and Lamb 2000). Research in the past has focused primarily on firms operating in domestic markets. As such, despite the recent progress, it is unclear of relevancy of market orientation as a construct in the context of multinational corporations (MNC) and their foreign subsidiaries. In this study, we set out to explore the role of market orientation in the subsidiary business performance. An investigation of a sample of 252 foreign subsidiaries in the UK revealed that except for “receptive? subsidiaries (Taggart 1998), market orientation has significant positive relationships with a number of business performance measures in all three other types of subsidiaries, suggesting that market orientation is a key driver for business performance at foreign subsidiaries.
Original languageEnglish
Pages237
Publication statusPublished - 2006
Event48th annual meeting of the Academy of International Business - Beijing, China
Duration: 23 Jun 200626 Jun 2006

Other

Other48th annual meeting of the Academy of International Business
CountryChina
CityBeijing
Period23/06/0626/06/06
Other"From the Silk Road to Global Networks: Harnessing the Power of People in International Business"

Bibliographical note

Published in the proceedings of the 48th annual meeting of the Academy of International Business "From the Silk Road to Global Networks: Harnessing the Power of People in International Business", Beijing (CN) 23-26 June 2006
Editors (Mary Ann Von Glinow, Tunga Kiyak)

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    Qu, R. (2006). The role of market orientation in the business success of the MNC’s foreign subsidiaries. 237. Abstract from 48th annual meeting of the Academy of International Business, Beijing, China. https://aib.msu.edu/events/2006/AIB2006_Proceedings.pdf