Subsidiary use of Foreign Marketing Knowledge
Abstract
A source of potentially valuable knowledge in multinational enterprises is foreign marketing knowledge—that is, knowledge from one country unit that may offer value and competitive advantage to marketing managers in other country units. This article builds on marketing and management knowledge transfer research to further understand both the conditions under which one subsidiary uses external knowledge from another subsidiary and the outcomes of...
Paper Details
Title
Subsidiary use of Foreign Marketing Knowledge
Published Date
Mar 1, 2009
Volume
17
Issue
1
Pages
1 - 29
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