Headquarters to subsidiary transfer effects on marketing strategy exploitation

Schleimer, Stephanie C., Coote, Leonard V. and Riege, Andreas (2013) Headquarters to subsidiary transfer effects on marketing strategy exploitation. Journal of Business Research, 67 3: 307-315. doi:10.1016/j.jbusres.2013.01.020

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Author Schleimer, Stephanie C.
Coote, Leonard V.
Riege, Andreas
Title Headquarters to subsidiary transfer effects on marketing strategy exploitation
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2013
Year available 2013
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2013.01.020
Open Access Status
Volume 67
Issue 3
Start page 307
End page 315
Total pages 9
Place of publication New York, NY United States
Publisher Elsevier
Collection year 2014
Language eng
Formatted abstract
The transfer of locally created marketing strategies worldwide represents a key competitive advantage for multinational corporations (MNCs). Although a research topic of much interest, empirical content of past studies is scarce. Absorptive capacity studies typically test direct effects of either the transfer capacity of the strategy's initiator or the recipient's ability to process and exploit the strategy on related learning outcomes. Mixed findings allow the possibility of more complex relationships. This study examines the relationships between MNC headquarters and marketing units located in subsidiary firms using a sample of 213 marketing managers. The study systematically explores linear, interaction, and quadratic effects within a structural equation modeling paradigm. The findings indicate that the relationship between a MNC headquarters' transfer capacity and a subsidiary marketing unit's processing capacity on the strategy's exploitation is one of mediation and moderation. The subsidiary marketing unit's processing capacity is a key mediating variable and headquarters' transfer capacity moderates the effects of this variable on the exploitation of the marketing strategy by the subsidiary's unit.
Keyword Marketing strategy exploitation
Structural Equation Modeling
Survey Research
Transfer effects
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 0 times in Thomson Reuters Web of Science Article
Scopus Citation Count Cited 2 times in Scopus Article | Citations
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Created: Tue, 12 Mar 2013, 12:07:19 EST by Karen Morgan on behalf of UQ Business School