This paper aims to identify the archetypes of marketing mix standardization-adaptation in MNC subsidiaries and to examine the relationships between MNC subsidiary strategy, environment and performance through the theoretical lenses of fit and equifinality.
The authors use a mail survey to collect data from MNC subsidiary business units located in multiple countries. They apply a novel archetypal analysis method to identify the diverse archetypes of marketing mix standardization-adaptation in MNC subsidiaries. Finally, through cross-tabulation and regression analysis, they examine the relationships between MNC strategy, environment and performance.
They identify four archetypes of MNC subsidiary standardization-adaptation including a new archetype that is not recognized in the literature. This analysis finds partial support for both fit and equifinality, suggesting complementarity between the two theories.
The study could be extended with longitudinal data to examine the dynamics in MNC marketing mix strategy and performance in response to the changing business environment.
The findings suggest that MNC subsidiary managers could deploy a broader set of international marketing strategy configurations than those currently prescribed to enhance performance.
The authors use a novel configuration-based archetypal analysis method and extend the theoretical typology of international marketing strategies pursued by MNC subsidiaries. The partial support for both fit and equifinality expands the theoretical lens through which we can examine the relationships between MNC marketing strategy, environment and performance.
The authors would like to thank the two anonymous reviewers and the editor for their valuable insights and suggestions. Both authors contributed equally in preparing the manuscript. We also acknowledge this project was partially funded by the Dean’s Annual Fund at INSEAD.
Venaik, S. and Midgley, D. (2019), "Archetypes of marketing mix standardization-adaptation in MNC subsidiaries: Fit and equifinality as complementary explanations of performance", European Journal of Marketing, Vol. 53 No. 2, pp. 366-399. https://doi.org/10.1108/EJM-11-2017-0861Download as .RIS
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