Market orientation of Korean MNC subsidiaries and their performance in the Chinese and Indian markets

Title
Market orientation of Korean MNC subsidiaries and their performance in the Chinese and Indian markets
Author(s)
권영철
Keywords
INTERNATIONAL-BUSINESS RELATIONSHIPS; FOREIGN DIRECT-INVESTMENT; MULTINATIONAL-CORPORATIONS; JOINT VENTURES; EXPORT PERFORMANCE; UNITED-STATES; FIRMS; INNOVATION; ADVANTAGES; NETWORKS
Issue Date
201005
Publisher
EMERALD GROUP PUBLISHING LIMITED
Citation
INTERNATIONAL MARKETING REVIEW, v.27, no.2, pp.179 - 199
Abstract
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 subsidiaries. Design/methodology/approach - Market orientation is operationalized within the context of the foreign market. Research hypotheses are tested using a sample of 168 Korean MNC subsidiaries operating in China and India, the two most giant emerging countries in the world. Findings - The results show that market orientation performs an important function in foreign subsidiary performance. In addition, foreign subsidiaries, which possess superior technology advantages and maintain active network relationships with local key entities such as suppliers, distributors, customers, and governmental authorities, are shown to actively devote themselves to market orientation. Originality/value - As this study is to address the influence of MNC subsidiaries' market orientation on their business performance in the emerging markets, the results are expected to make a contribution to the literature in the field of market orientation.
URI
http://hdl.handle.net/YU.REPOSITORY/22449http://dx.doi.org/10.1108/02651331011037511
ISSN
0265-1335
Appears in Collections:
상경대학 > 국제통상학부 > Articles
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