MANAGING BUSINESS RELATIONSHIP DEVELOPMENT: A CROSS-CULTURAL PERSPECTIVE
Cheng-Lung Li ()
Additional contact information
Cheng-Lung Li: Golden Gate University, USA
Portuguese Journal of Management Studies, 2009, vol. XIV, issue 2, 123-148
Cross-cultural issues have been put forward to explain the high failure rate among American firms doing business in China and vice versa. This study focuses on investigating the strategic orientations and behaviors of subsidiaries in business relationship development (BRD) for multinational firms with bases in both countries. In particular, it explores how local managers perceive the effectiveness of BRD and cope with issues between the parent company and the local environment. The study conducted multiple-case studies, based on examination of documents, observation and extensive interviews with local managers from four multinational firms. It provides an integrated perspective for increasing the success of BRD for a subsidiary’s manager dealing with interactions between the organizational culture of its parent company and the subsidiary’s environment. The research focuses on understanding how organizational culture may conflict with a subsidiary’s local environment and affect the local manager’s strategic orientation. Finally, the study introduces major additional factors: how the founder’s professional background and personal business beliefs moderate an organization’s culture, and how a local manager’s background moderates a subsidiary’s strategic orientation for BRD, which in turn produces different performance expectations.
Keywords: Cross-Cultural; Subsidiary’s Strategic Orientation; Relationship Development (search for similar items in EconPapers)
References: View references in EconPapers View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
https://ejms.iseg.ulisboa.pt/files/2009-Managing_b ... ural_perspective.pdf (application/pdf)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:pjm:journl:v:xiv:y:2009:i:2:p:123-148
Access Statistics for this article
Portuguese Journal of Management Studies is currently edited by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne
More articles in Portuguese Journal of Management Studies from ISEG, Universidade de Lisboa Contact information at EDIRC.
Bibliographic data for series maintained by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne ().