Centralization and autonomy in international-marketing decision making: A longitudinal study (1973-1993) of US. MNEs in the European union

Jacques Picard, Jean J. Boddewyn, Robert Grosse

Research output: Contribution to journalArticle

28 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)5-24
Number of pages20
JournalJournal of Global Marketing
Volume12
Issue number2
DOIs
StatePublished - Jan 1 1998
Externally publishedYes

Keywords

  • Centralization and decision making
  • International marketing European union

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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