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Marketing Control in International Headquarters-Subsidiary Working Relationships of Industrial Goods Firms: The Role of Environmental Context

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Isenberg, Lukas ; Kreiter, Susanne ; Helm, Roland ; Schmitz, Christian
License: Creative Commons Attribution 4.0
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Date of publication of this fulltext: 07 Jun 2022 07:39


Abstract The use of marketing and sales control mechanisms is a core management activity for multinational corporations. However, research on controlling marketing and sales of international subsidiaries is scarce. In particular, the influence of a firm’s economic and cultural environment on different control mechanisms has not been thoroughly examined yet. In attempting to fill these gaps, we ...


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