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

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  • Wu, Jie
  • Pangarkar, Nitin
  • Wu, Zefu

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.

Suggested Citation

  • Wu, Jie & Pangarkar, Nitin & Wu, Zefu, 2016. "The moderating effect of technology and marketing know-how in the regional-global diversification link: Evidence from emerging market multinationals," International Business Review, Elsevier, vol. 25(6), pages 1273-1284.
    • Handle: RePEc:eee:iburev:v:25:y:2016:i:6:p:1273-1284
    DOI: 10.1016/j.ibusrev.2016.03.012
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