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dc.contributor.advisorOelrich, S.
dc.contributor.advisorSteindl, L.
dc.contributor.advisorTalmage, I.
dc.contributor.advisorMortensen, AG.
dc.contributor.advisorDawkins, M.
dc.contributor.advisorMohr, Alexander T.
dc.contributor.authorVan Unen, Marc*
dc.date.accessioned2012-10-11T13:03:32Z
dc.date.available2012-10-11T13:03:32Z
dc.date.issued2012-10-11
dc.identifier.urihttp://hdl.handle.net/10454/5475
dc.description.abstractModern management literature highlights the importance of headquarter and country organisations working together in an interdependent fashion to improve their performance. However, empirical support for this link is scarce; moreover, the theoretical framework on the factors that may affect these relationships and the prerequisites for fostering them is limited. Current literature highlights the importance of high levels of interdependency between HQs and subsidiaries for the performance of the subsidiary, but a direct relationship has not been established. In this research, the link between headquarter-subsidiary interdependence and subsidiary-level performance is empirically probed and explored, using a longitudinal, multi-method approach that combines quantitative and qualitative data. Responses to surveys from 53 marketing and business managers are used to describe the interdependence levels, which are then combined with actual launch outcomes data for Xarelto® in their respective countries. Based on the survey results, a direct link between headquarter and subsidiary interdependence and the launch success of Xarleto® could not be established and subsidiary interdependence and uptake levels were used to select 10 countries for further explorative interviews. The results of these highlighted that, through fully collaborative and supportive headquarter subsidiary relationships, improved knowledge transfer, avoidance of duplication and leveraging of materials and expertise, product launch outcomes in the subsidiary could be enhanced. Moderators to these relationships and factors to maintain these relationships will be presented and this research and a link to network theory and social capital will be made. This research provides several practical recommendations that can be taken into consideration when planning future launches to enhance product uptake in subsidiary markets.en_US
dc.description.sponsorshipBayer Corporation (US)en_US
dc.language.isoenen_US
dc.rights<a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>.eng
dc.subjectInterdependenceen_US
dc.subjectHeadquarter-subsidiary relationshipsen_US
dc.subjectProduct launchen_US
dc.subjectNetwork Theoryen_US
dc.subjectBayer AGen_US
dc.subjectXarelto ®en_US
dc.titleThe relevance of interdependence between headquarter and subsidiary organisations for product launch outcomes. An in-depth analysis of the launch of Xarelto® in the Bayer Healthcare organisation.en_US
dc.type.qualificationleveldoctoralen_US
dc.publisher.institutionUniversity of Bradfordeng
dc.publisher.departmentNIMBAS Graduate School of Managementen_US
dc.typeThesiseng
dc.type.qualificationnameDBAen_US
dc.date.awarded2012
refterms.dateFOA2018-07-19T09:23:28Z


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