国外营销论文精品Dependenced, trust and relational behavior

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1、KellyHewett&WilliamO.BeardenDependence,Trust,andRelationalBehavioronthePartofForeignSubsidiaryMarketingOperations:ImplicationsforManagingGlobalMarketingOperationsTheauthorsexplorehowaglobalfirm'sabilitytofostersuccessfulrelationshipsbetweenitsforeignsubsidiaries'andheadquarters'marketi

2、ngoperationscanenhancetheperformanceofproductsacrossmarkets.Theresultsshowthatcooperativebehaviorsarepositivelyassociatedwithproductperformanceinthesubsidiaries'markets.Nationalcultureintheforeignmarketsisalsofoundtomoderatetheeffectoftrustonrelationalbehaviors.Inaddi-tion,thesubsidiar

3、ies'acquiescencebecomesincreasinglyimportantasthefirmattemptstostandardizemarketingprograms.ntoday'sglobalmarketplace,itisincreasinglylikelythatheadquarters(Blau1964;LaValle1994;Makoba1993;Ifirmshaveapresenceinmorethanonenationalmarket.MorganandHunt1994).Achieving.successinthedifferent

4、marketsinwhichtheResearchexaminingtheinterfacebetweentheheadquar-firmoperatesislargelydependentonthefirm'sabilitytoters'andforeignsubsidiary'smarketingoperationscontinuesmanageitsmarketingactivitiesonaglobalbasis,[npartic-tosuggesttheimportanceoftheserelationships.Recentstud-ular,theab

5、ilitiesofthemanagersatthemarketingopera-ieshavefocusedmoregenerallyontheissuesofpowerandtionsintheindividualforeignmarkets,aswellastbeirwill-controloverforeignsubsidiaries(seeNobelandBirkinshawingnesstoworkineonjunetionwithmanagersatthe1998;NohriaandGhoshal1994;O'Donnell20(X);Rotbandhe

6、adquarters"marketingoperationtoachieveestablishedNigh1992)andthemanagementofknowledgeflowsacrossobjectives,maydeterminewhetherthefimicanachievemarkets(GuptaandGovindarajan2()(X)).Inaddition,researchmarketingsuccess.focusingonotherintrafirmrelationships,suchasthoseWhetherornotmultinatio

7、nalcorporations(MNCs)havebetweenfunctionalunits(seeRuekertandWalker1987;Song,atendencytowardstandardizingoradaptingglobalmarket-MontoyaWeiss,andSchmidt1997;SongandParry1997)hasingstrategiesacrossforeignmarkets,cultivatingeffectivetendedtofocusmoredirectlyonhowtheuniLsdifferIntheirrel