Search

Despite its importance to business performance, the role of Entrepreneurial Orientation (EO) in multinational corporations (MNCs) is under-researched. This study investigates the drivers of EO and its performance outcome in the context of large MNCs. The authors theorize that an MNC's organizational characteristics drive the formation of its EO and an MNC's EO affects its performance in the global market under certain contingency conditions. Based on a survey of large MNCs, the authors find that an MNCs EO is positively affected by its technological flexibility and subsidiary cooperation, and negatively influenced by centralization of its organizational structure. In addition, EO's positive effect on an MNCs performance is weakened by its international experience. This study advances the literature by developing and empirically supporting a theory of EO in large MNCs. The results also have significant implications for MNCs that consider adopting EO to improve their performance in the global market. Keywords Multinational corporations * Entrepreneurial orientation Technological flexibility * Subsidiary cooperation * International experience, 1 Introduction With fast-changing global market demand and regulatory heterogeneity among countries, an entrepreneurial orientation (EO) becomes critical for multinational corporations (MNCs) to succeed in the global market. Since domestic [...]

Although them has been an increasing interest in global advertising research, the litera- ture suffers from the lack of a broad theoretical foundation that could guide conceptuali- sation and theory development in global advertising research. In this paper, the authors contend that the GMS theory developed by Zou and Cavusgil (2002) can serve as a broad theoretical foundation for global advertising research. The GMS theory is described, and used to develop a new conceptualisation of global advertising and propose a theoretical framework of global advertising. The implications of the framework for future research arc also discussed. DOI: 10.2501/S0265048709201038

A study of the reasons that Japanese multinational corporations enter foreign markets.

An examination of export performance literature between 1987 to 1997 showed that many of the research suffered from the poor structure of the conceptualization that led to the poor measurement of the determinant of the phenomena. This poor conceptualization and measurement has lead researchers to test a variety of determining factors, none of which proved conclusive enough to qualify as a significant determinant of export performance.