How Subsidiaries of MNCs Organize their Marketing Activities

This paper examines the factors that influence the establishment of marketing activities in the subsidiaries of multinational companies. The results support the idea that these activities are influenced by cultural factors, the organizational form of the MNC, age of the subsidiary, the type of industry, the level of production coordination between the MNC and the subsidiary, the existence of autonomy of decision with respect to markets, production and R&D and, finally, the relative level of performance of the subsidiary. We have not found support for the idea that the type of management model, captured by the national origin of the MNC, plays a role on the establishment of those activities.