Purpose – The purpose of this paper is to analyze the nature and the evolution of manufacturer–supplier relationships in Thailand's automobile industry and to identify the factors that influence the evolution of these relationships. Design/methodology/approach – The study is based on case...

Purpose – To analyse the scope of localization strategies and corresponding benefits of these strategies to subsidiaries of international companies in the automobile industry in Thailand. Design/methodology/approach – The authors have adopted the case research method to investigate...

Purpose – To describe how Toyota Motor Thailand (TMT) is using local Thai employees instead of the traditional Japanese workforce, and why. Design/methodology/approach – In‐depth interviews with Thai and Japanese employees, suppliers and dealers of TMT; and Imai Hiroshi, architect of the...

Purpose – The purpose of this paper is to analyze the drivers that influence subsidiaries of international companies in the automobile industry in Thailand and how automobile companies pursue localization in response to these drivers. Design/methodology/approach – Using case research method,...

Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...

Purpose – In order to identify expatriate roles in a subsidiary it is necessary to go beyond those functions which are subservient to the headquarters. This paper sets out to prescribe a new spectrum of development roles with respect to varying capabilities and development needs of local...