MNC Knowledge transfer, global integration, and local responsiveness in Brazilian subsidiaries

Thelma Rocha, José Cláudio Terra

Resumo


This paper is based on a sample of 104 subsidiaries of multinational corporations (MNCs) operating in Brazil. It investigates the mechanisms of knowledge transfer in marketing and their relationship to the strategic positioning of the subsidiaries (i.e. global integration and local responsiveness). A positive correlation between the level of global integration and the intensity of knowledge transfer was statistically confirmed and the main mechanisms of knowledge transfer were also revealed. Some widely accepted theories about knowledge transfer in MNCs were empirically confirmed. Finally, this study provided the opportunity to develop several specific insights about knowledge transfer in marketing in the Brazilian context.

Palavras-chave


Knowledge Transfer; Global Integration; Brazilian Subsidiaries.

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DOI: http://dx.doi.org/10.18568/1980-4865.4120-39

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Direitos autorais 2015 Internext

Desenvolvido por:

Logomarca da Lepidus Tecnologia

INTERNEXT (e-ISSN: 1980-4865)

ESPM | Escola Superior de Propaganda e Marketing 

Licença Creative Commons
Este obra foi licenciado sob uma Licença Creative Commons Atribuição 3.0 Não Adaptada.


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