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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.
© Emerald Group Publishing Limited
2007
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