An Empirical Study of the Desirability and Challenges of Implementing Transnational Marketing Strategies

摘要: The integration-responsiveness (I-R) framework was employed to study the relationship among alternate international marketing strategies (multidomestic, multifocal, global, transnational). Specifically, investigated whether firms which employ that are closer transnational model perceive their performance be higher than those of other strategy types. Data were obtained from a survey SBUs in large U.S.-- based MNEs and then analyzed evaluate SBU's under strategies. Results indicate significant, positive between extent SBU approaches type, perceived SBU. findings suggest greater improvements NINE as efficiencies global integration flexibilities national responsiveness pursued without tradeoff one for other. However, also there may limitations desirability attainment increasing and/or integration. ABSTRACT INTRODUCTION Globalization has generated increased demands on multinational enterprises (MNEs) formulate implement respond pressures both external flexibility internal efficiency (Yip, 1989, 1995). Which is actually will depend upon characteristics (e.g., opportunities, constraints) environment, firm's capabilities, tradeoffs associated with responding flexibility, via responsiveness, efficiency, prior research advocated pursuit arguments these reflect overcoming and, thus, provide simultaneous efficiency. pursue are, therefore, argued obtain results do not such (Bartlett Ghoshal, 1991). empirical support generally lacking. Building extending ideas research, this employs (Doz, 1980) an exploratory attempt further understanding relationships tradeoffs. paper reviews relevant literature framework, key underlying assumptions identified. A hypothesis developed, methodology test presented, reported. Finally, discussed. PRIOR RESEARCH Made possible by innovations transportation, communications, information technology (Macharzina, 1999), globalization pervasive important phenomenon involves geographic temporal spread multitudes factors, including products, services, people, capital, operations, throughout world marked increasingly porous boundaries (Boudreau, Loch, Robey, Straud, 1998; Braga, 1996; Kanter Dretler, 1998). This led acceleration interdependence within MNEs, nation-states, stakeholders economic, political socio-cultural arenas across many nations, cultures, economies, technologies, so forth). Because fundamental characteristic existence environments (Gladwin Wasilewski, 1986), often translates into relationships, prompting give heightened attention development management arena 1991; Boudreau, et. …