Configuration and coordination of international marketing activities

Abstract : With this paper, we contribute to the literature of configuration and coordination in international firms. While previous literature emphasized that headquarters decide upon the configuration and coordination of their foreign subsidiaries, we suggest that the configuration-coordination decision takes place at the level of activities. With a focus on international marketing activities, our study on German firms from the automotive industry comes up with the following major findings: (1) With respect to configuration, firms tend to centralise the planning and the control of marketing activities, but to decentralise the implementation of marketing activities. (2) For the coordination of marketing activities, direct personal supervision and informal communication are preferred to other approaches, such as socialisation or formal bureaucratic coordination. (3) When combining configuration and coordination of marketing activities, we identified distinct clusters. Firms that have a high decentralization of marketing activities and that use a high level of coordination yield better coordination results than firms from other configuration-coordination clusters.
Type de document :
Article dans une revue
International Business Review, Elsevier, 2016, 25 (2), pp.535-547 〈http://www.journals.elsevier.com/international-business-review/〉
Liste complète des métadonnées

https://hal-univ-lyon3.archives-ouvertes.fr/hal-01274899
Contributeur : Ulrike Mayrhofer <>
Soumis le : mardi 16 février 2016 - 13:37:47
Dernière modification le : mercredi 11 juillet 2018 - 15:20:10

Identifiants

  • HAL Id : hal-01274899, version 1

Collections

Citation

Stefan Schmid, Philipp Grosche, Ulrike Mayrhofer. Configuration and coordination of international marketing activities. International Business Review, Elsevier, 2016, 25 (2), pp.535-547 〈http://www.journals.elsevier.com/international-business-review/〉. 〈hal-01274899〉

Partager

Métriques

Consultations de la notice

85