The influence of triad nations' environments on price-quality product strategies and MNC performance

Lance Eliot Brouthers (University of Texas at San Antonio), Steve Werner (University of Houston), Erika Matulich (The University of Tampa)

Is there a relationship between home-country competitive advantages, MNC price/quality product strategies, and firm performance? A cross-national contingency framework is developed, indentifying three "regional stereotypes" of price/quality relationships, fueled by history and consumer perceptions, which appear to result in superior MNC performance. Findings indicate that the "stereotypes'" influences have diminished over time (as MNCs shift from home country advantages to global firm-specific advantages). However, Triad MNCs that use these product strategies (Japan [superior value], EU [premium] and U.S. [economy]) still, on average, demonstrate superior performance.

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Year of publication:	2000
Authors:	Brouthers, Lance Eliot ; Werner, Steve ; Matulich, Erika
Published in:	Journal of international business studies : JIBS ; an official journal of the Academy of International Business. - Basingstoke, Hampshire : Palgrave Macmillan, ISSN 0047-2506, ZDB-ID 410609-X. - Vol. 31.2000, 1, p. 39-62
Subject:	Internationales Marketing \| International marketing \| Multinationales Unternehmen \| Transnational corporation \| Produktmanagement \| Product management \| Produktqualität \| Product quality \| USA \| United States \| Japan \| EU-Staaten \| EU countries

Type of publication:	Article
Type of publication (narrower categories):	Aufsatz in Zeitschrift ; Article in journal
Language:	English
Notes:	In: Journal of international business studies
Source:	ECONIS - Online Catalogue of the ZBW

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