Who Makes Marketing Decisions in the Multinational Firm?

Abstract

Attention seldom is paid to the location of authority for marketing decisions within a particular multinational firm when problems of marketing on a multinational scale are considered. The extent of local management's autonomy for marketing decisions and certain organization forces within the firm, which appeared to affect this autonomy, are examined in this article. The field research is based upon the Western European operations of nine major U.S.-based consumer durable goods manufacturers.