Link between Strategic Orientation and Intersubsidiary Relationships
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Now that the range of alternative project marketing models has been outlined, it is possible – and necessary – to look into the reasons for different constellations of intersubsidiary relationships. As suggested in sections 3.4 and 3.5, a contingency framework linking the models to a particular influencing factor best meets these objectives. The second research question reveals that it is the MNC's strategic orientation, which is expected to have a significant impact on intersubsidiary competition and cooperation (compare to section 1.4).
KeywordsLocal Responsiveness Parent Company Multinational Company Global Company Foreign Subsidiary
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