...Yung‐Chul Kwon Purpose The study of the market orientation of MNC subsidiaries in foreign markets has been generally limited. This paper, therefore, aims to assess the effects of market orientation on performance and the factors affecting the utilization of market orientation by foreign...

...Anders Pehrsson Purpose The purpose of this paper is to extend the knowledge of marketing strategy antecedents of industrial value adding in foreign markets. It attempts to answer the following two questions: how is the marketing strategy of a foreign subsidiary associated with the extent of its...

...Yu‐Ching Chiao; Chow‐Ming Joseph Yu; Peng‐Yu Li; Yi‐Chuan Chen Purpose This study aims to explore subsidiaries' diversification strategies, both internationally and with regard to their product offerings. The study seeks to examine, at the subsidiary level, the relationships between subsidiary...

...Vivienne Topajka Shaw This paper presents the findings of a study of the marketing strategies and headquarters‐subsidiary relationship of 186 German and 113 French subsidiaries operating in the UK. German companies were found to pursue market‐focused strategies with an emphasis on product quality...