The role of market orientation in the business success of MNCs' UK subsidiaries

Abstract

Purpose

The paper aims to explore the role of market orientation in the multinational company's subsidiary's business performance.

Design/methodology/approach

The paper is based on a questionnaire survey/analysis of a sample of 252 foreign subsidiaries in the UK.

Findings

The paper finds that market orientation is a key driver for business performance at foreign subsidiaries. However, the strength of its impact on performance depends on the subsidiary role.

Originality/value

This is the first systematic investigation of the role of market orientation in multinational companies' subsidiaries.

Citation

Qu, R. (2007), "The role of market orientation in the business success of MNCs' UK subsidiaries", Management Decision, Vol. 45 No. 7, pp. 1181-1192. https://doi.org/10.1108/00251740710773970