Evaluation of subsidiary marketing performance: combining process and outcome performance metrics

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its subsidiaries, taking into explicit consideration the fact that tactical actions by subsidiaries contribute to the creation of assets that can be harnessed for marketing outcomes. Thus, our model captures the asset creation abilities of marketing expenditures and also takes in to account the environmental differences of the context in which each MNE subsidiary operates. We evaluate comparative, overall, and process-level (creation of market assets and market yield) marketing performance in the context of multi-country operations. This simultaneous examination of marketing process and marketing outcome performance enables a global corporation to gain strategic, operational, and diagnostic insights into the performance of its subsidiaries. Our approach is empirically illustrated with an evaluation of the marketing performance of subsidiaries of a large global corporation.     

论中国可持续发展——从跨国公司生态环境责任视角

跨国公司作为世界经济的重要经济体,对生态环境的保护与恶化负有主要的责任。跨国公司集聚中国,日益突出的生态环境问题已成为影响和危及我国可持续发展的关键因素,采取行之有效的措施遏制跨国公司所带来的生态环境的负面影响就显得至关重要。     

Still Big in Bangkok? An Empirical Analysis of the Regional Distribution of Foreign Direct Investment in Thailand

This paper analyses regional Foreign Direct Investment (FDI) in Thailand. Its determinants are identified using a unique assembled panel dataset comprising all 76 Thai provinces during the period 1985–2005. The work is premised on the view that foreign investors consider various determinants of location choices in each province (including labour costs, Gross Provincial Products (GPP) per head, areas of industrial estates, communication and transportation issues, population characteristics, educational attainment, population density and distance from the centre of town to the main ports of Thailand) as well as government incentives, before deciding to undertake FDI in a given region. Our econometric model estimates suggest that government regional policy, and the effect of zoning in particular, however, has a significant and positive effect on regional FDI, drawing FDI to those zones where the greatest incentives are on offer. The other possible determinants of FDI amongst regions are largely shown to be insignificant.     

跨国公司在华物流外包对企业绩效影响的实证研究——以企业战略为调节变量

在现有理论文献和调查的基础上,提出假设,利用问卷统计分析,对跨国公司在华实施的企业战略在物流外包与企业绩效的调节作用进行了实证检验,研究结果表明,跨国公司在华实施的成本领先战略会促进物流外包对财务绩效、市场绩效和运作绩效的正向影响;跨国公司在华实施的差异化战略对物流外包与企业绩效间的关系不产生影响。     

Repatriation taxes, repatriation strategies and multinational financial policy

Several investment-repatriation strategies are added to the standard model of a multinational in which an affiliate is located in a low-tax country and is limited to two alternatives: repatriating taxable dividends to the parent or investing in its own real operations. In our model, affiliates can invest in passive assets, which the parent can borrow against, or in related affiliates which can be used as vehicles for tax-favored repatriations. We show analytically how the availability of alternative strategies can effect real investment throughout the worldwide corporation. We use firm level data for US multinationals to test for the importance of alternative strategies. The evidence is generally consistent with the theory, particularly the strategies using related affiliates.     

跨国公司对华直接投资区位选择战略比较研究

区位因素是影响跨国公司制定对外直接投资战略的重要因素之一。本文以日本、韩国、美国、港澳等国家和地区为代表,分析了跨国公司对华直接投资的动机及区位选择战略,在此基础上提出加入WTO之后中国企业海外直接投资的区位选择战略。     

Learning Sustainability? Absorptive capacities as drivers of sustainability in MNCs’ purchasing

MNCs are expected to operate in a sustainable fashion. Implementation of sustainability requires the ability to acknowledge external (sustainability-related) knowledge, and to apply it in intra-company activities such as purchasing. We focus on absorptive capacities as potential drivers of sustainability, and investigate the effect that a purchasing function’s capacity to absorb and process knowledge has on social and environmental sustainability practices, and subsequently on economic performance in purchasing. We compare MNCs and non-MNCs using a structural equation model of a large set of survey data from four European countries and find that only realized absorptive capacities impact sustainability practices in purchasing and this impact is smaller in MNCs than in other companies. We suggest that companies respond to the demand for sustainability by strengthening their implementation capabilities: the potential to acquire and transform knowledge within a purchasing function is less relevant, and what matters is its application.     

What determines multinational hotel groups’ locational investment choice in China?

China's hotel industry has been developed quickly from a small number of 137 only in 1978 to 14,237 in 2009. One of the main drivers of the rapid development of the hotel industry has been the expansion of multinational hotel groups (MHGs) into China. The purposes of this study are to analyze the factors that determine the location strategies of MHGs and to assess what factors determine MHG's investment strategies in regard to choice of location. The study finds that the market demand and market size measured by number of inbound tourists, tourist spending, and actual foreign direct investment, the business environment measured by GDP per capital, and dummy variables measured by policy and mega events are all significant factors in affecting MHG's locational choices for investment. These findings may provide some insights for MHG's future investment strategies in regard to location choice.     

中国资本市场整合面临的机遇与挑战

进入21世纪,全球贸易市场和资本市场一直引发激烈的争论,特别是中国已经稳坐世界第三大贸易国的位置,甚至国内外都在预测,2007年中国有可能成为世界第一大贸易出口国。这不断地引起发达国家的业内人士和经济学界的震惊,海外投资者也更加看好中国这个"暴利"市场,一些人甚至认为,选好机会把资金投到中国市场上,几乎到处都可以获得"暴利"。     

跨国公司子公司信息化战略选择研究——以上海贝尔阿尔卡特公司为例

本文首先研究了跨国公司子公司信息化战略的理论,接着分析了影响跨国公司子公司信息化战略选择的主要因素,包括跨国公司子公司所在的东道国环境和跨国公司及其子公司组织内部特征,最后详细探讨了阿尔卡特在华子公司上海贝尔阿尔卡特公司如何根据内外部环境选择信息化战略的案例。