Strategy implementation and decision making in the broader MNC network

Sophie Charlotte Gysan

Research output: ThesisDoctoral ThesisInternal

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Abstract

This thesis sheds light on the sources of heterogeneity in strategy implementation across the multinational company (MNC) network by means of three empirical studies that all rely on data on goodwill decision-making gathered at a major European automobile manufacturer. Goodwill refers to covering repair costs for a customer after the product warranty has expired with the intention to increase customer loyalty. The findings reveal 1) how cross-country and within-country differences determine whether goodwill decisions should be made by headquarters, by national subsidiaries, or even by individual dealers, 2) why subsidiaries may differ in how they implement the same corporate goodwill strategy that was formulated at MNC headquarters leading to cross country heterogeneity, and 3) how differences in channel partner characteristics affect dealers’ ability and willingness to implement MNC strategy and make goodwill decisions on behalf of the MNC.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Maastricht University
Supervisors/Advisors
  • Hagedoorn, J., Supervisor
  • van Kranenburg, H., Supervisor, External person
Award date30 Jan 2023
Place of PublicationMaastricht
Publisher
Print ISBNs9789086665594
DOIs
Publication statusPublished - 2023

Keywords

  • strategy implementation
  • decision making
  • MNC network
  • channel partner relationship

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