In this study, we link regional diversification to global diversification of emerging market multinationals (EMNCs) and explore the importance of firm-specific technology and marketing know-how in that process. We develop our hypotheses and test them using a sample of 625 Chinese manufacturing multinationals across multiple industries. The results reveal that regional diversification predicts global diversification, and that firm-specific technology and marketing know-how both increase the likelihood of a firm's moving from regional to global operations. Technology know-how was found to be more influential than marketing know-how.
The authors would like to acknowledge the financial support provided by Chinese National Social Science Fund (#14BGL029) for this research.
- Emerging market multinationals
- Global diversification
- Marketing know-how
- Regional diversification
- Technology know-how