1. Problems that plague multinational marketers.
- Author
-
Wiechmann, Ulrich E. and Pringle, Lewis G.
- Subjects
MARKETING ,MARKETING executives ,INTERNATIONAL business enterprises ,SUBSIDIARY corporations ,PARENT companies ,INTERORGANIZATIONAL relations ,COMMUNICATION in management ,ORGANIZATIONAL behavior ,EXPORT marketing ,JOB stress ,BUSINESS communication ,PSYCHOLOGY - Abstract
It is not so much the competition, regulatory authorities, and distributors that concern marketing heads in large U.S. and European multinational companies. What really bothers marketing executives in the home offices is, for example, the failure of marketing managers in the foreign subsidiaries to develop long-term strategy. And what bothers the subsidiary managers is, for example, over-emphasis by the parent company on short-term financial performance. In other words, one organizational level is the principal problem of the other. The authors report their findings from a series of interviews with these executives. INSET: Study Methodology. [ABSTRACT FROM AUTHOR]
- Published
- 1979