Title: The role of marketing in multinational subsidiaries: standardization versus localization
Authors: Karlíček, Miroslav
Chytková, Zuzana
Hořejš, Nikola
Mohelská, Hana
Fischer, Jakub
Citation: E+M. Ekonomie a Management = Economics and Management. 2013, č. 1, s. 138-148.
Issue Date: 2013
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://www.ekonomie-management.cz/download/1404736397_4594/2013_1+The+Role+of+Marketing+in+Multinational+Subsidiaries+...pdf
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: nadnárodní dceřiné společnosti;mezinárodní marketing;role marketingu;marketingové oddělení
Keywords in different language: multinational subsidiaries;international marketing;role of marketing;marketing department
Abstract in different language: This study focuses on differences between the character of marketing activities in subsidiaries governed primarily by the philosophy of standardization and those governed primarily by the philosophy of localization. 87 Czech marketing managers who were in charge of marketing departments in multinational subsidiaries were asked about the activities their department was involved most of the time. In case of high parent control, marketing managers’ involvement with strategic marketing activities, such as brand strategy, positioning and new brand development, tended to be limited. On the other hand reporting to the headquarters was quite often mentioned as one of the most frequent activities of the marketing department. Opposite pattern was typical for marketing managers working in subsidiaries with low parent control. At the same time both group of marketers differed also in ambitions they had, as well as in knowledge and skills gaps of their junior colleagues they perceived. The findings are of high importance especially for HR managers of multinational corporations and for business faculties. Working in subsidiaries with high parent control will be more suitable for employees who prefer standardized tasks and who do not mind following strict regulations. On the other hand, working in subsidiaries with low parent control should be more suitable for employees who appreciate less structured tasks, who enjoy complexity of marketing and who are strong in strategic and creative thinking. However the findings of the study can be useful also for top management of multinationals who compare pros and cons of strategies of standardization and localization.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 1 (2013)
Číslo 1 (2013)

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Please use this identifier to cite or link to this item: http://hdl.handle.net/11025/17490

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