Abstract
PurposeThe paper aims to explore the role of market orientation in the multinational company's subsidiary's business performance.Design/methodology/approachThe paper is based on a questionnaire survey/analysis of a sample of 252 foreign subsidiaries in the UK.FindingsThe 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/valueThis is the first systematic investigation of the role of market orientation in multinational companies' subsidiaries.
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