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- W2747648850 abstract "Abstract The evolution of decision-making centralization in MNEs' international marketing has not been sufficiently researched-especially in contrast to the many studies of standardization versus adaptation in international marketing. This study, based on 1973-1993 survey data, reveals a striking increase in the relative power of regional-headquarters for many MNE international-marketing decisions. It also shows that the link between the centralization and standardization of marketing policies is not as steady over time as is generally thought. Besides, the company-specific factor most linked to the decentralization of international-marketing decisions (that is, subsidiary autonomy) is the relative weight of subsidiaries' own production in their total sales. Research and managerial implications are drawn from these findings and their analysis." @default.
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- W2747648850 date "1998-12-24" @default.
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- W2747648850 title "Centralization and Autonomy in International-Marketing Decision Making" @default.
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- W2747648850 doi "https://doi.org/10.1300/j042v12n02_02" @default.
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