The moderating effect of technology and marketing know-how in the regional-global diversification link: Evidence from emerging market multinationals

Jie Wu, Nitin Pangarkar, Zefu Wu*

*Corresponding author for this work

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

In this study, we link regional diversification to global diversification of emerging market multinationals (EMNCs) and explore the importance of firm-specific technology and marketing know-how in that process. We develop our hypotheses and test them using a sample of 625 Chinese manufacturing multinationals across multiple industries. The results reveal that regional diversification predicts global diversification, and that firm-specific technology and marketing know-how both increase the likelihood of a firm's moving from regional to global operations. Technology know-how was found to be more influential than marketing know-how.

Original languageEnglish
Pages (from-to)1273-1284
Number of pages12
JournalInternational Business Review
Volume25
Issue number6
Early online date12 May 2016
DOIs
Publication statusPublished - 31 Dec 2016

Keywords

  • Emerging market multinationals
  • Global diversification
  • Marketing know-how
  • Regional diversification
  • Technology know-how

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