Translated Titles

Why MNCs' International Marketing Mix Adaptation


黃銘章(Ming-Chang Huang);溫福星(Fur-Hsing Wen);陳虹如(Hung-Ju Chen);卜唯平(Wei-Ping Pu)

Key Words

市場導向 ; 子公司角色 ; 當地市場重要性 ; 行銷組合當地化 ; Market Orientation ; Role of Subsidiary ; Importance of Local Market ; Adaptation of Marketing Mix



Volume or Term/Year and Month of Publication

66期(2005 / 09 / 01)

Page #

41 - 76

Content Language


Chinese Abstract


English Abstract

International competition was more intensive than before. In the global environment, the dual pressure of global integration and local responsiveness that MNCs faced were increasing. Thus, the level of standardization for the international marketing programs that are dispersed in different countries is a critical issue. However, according to the position of the global strategy the importance of host country market could be varied. In another word, the situations that foreign subsidiaries to face are different. Subsidiaries can't be treated by a standardized strategy. Unfortunately, previously researches were focused on the MNCs' global strategy and local responsiveness had been ignored. We do not mean the local responsiveness is better or more important. In this article, we just to explore why subsidiaries response the demands of local market. The 90 questionnaires were received from People Republic of China shows that the higher the market orientation, the higher importance of host country, and the more autonomous of the role of subsidiary, the higher the adaptation of subsidiary's marketing strategy.

Topic Category 社會科學 > 經濟學
社會科學 > 管理學
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