Dependence, trust, and relational behavior on the part of foreign subsidiary marketing operations: Implications for managing global marketing operations

The authors explore how a global firm's ability to foster successful relati onships between its foreign subsidiaries' and headquarters' marketing opera tions can enhance the performance of products across markets. The results s how that cooperative behaviors are positively associated with product perfo rmance in the subsidiaries' markets. National culture in the foreign market s is also found to moderate the effect of trust on relational behaviors. In addition, the subsidiaries' acquiescence becomes increasingly important as the firm attempts to standardize marketing programs.