The authors explore how a global firm㤼㸲s ability to foster successful relationships between its foreign subsidiaries㤼㸲 and headquarters㤼㸲 marketing operations can enhance the performance of products across markets. The results show that cooperative behaviors are positively associated with product performance in the subsidiaries㤼㸲 markets. National culture in the foreign markets is also found to moderate the effect of trust on relational behaviors. In addition, the subsidiaries㤼㸲 acquiescence becomes increasingly important as the firm attempts to standardize marketing programs.
Keywords: foreign subsidiaries, global marketing strategy, national culture, cooperative behaviors, relational behavior