Marketing home and away: perceptions of managers in headquarters and subsidiaries

Accompanying the irreversible trend of globalization, management of the tensions between MNCs and their subsidiaries has become a major issue. In this regard, the present study attempts to reveal differences in the perceptions of the marketing process between home office marketing departments at MNCs, and the marketing departments of their subsidiaries in Hong Kong. The quantitative and qualitative findings suggest that important divergence between home and away in various aspects of the marketing process exists. This divergence may lead to poor relationships, dysfunctional conflict, and ineffectiveness.