Inpatriate marketing managers: Issues associated with staffing global marketing positions

Miriam Moeller, Michael Harvey

Research output: Contribution to journalArticleResearchpeer-review

15 Citations (Scopus)

Abstract

This article addresses the strategic role of an inpatriate marketing staffing approach in the development of a global marketing mind-set within global organizations. The premise lies in addressing the liability-of- foreignness concept, which, the authors suggest, impedes the inpatriate marketing manager's integration process, from the individual level of analysis. Drawing from reference point theory, the article highlights potential hardships manages face with an analysis of the managerial and contextual liability of foreignness that inpatriate marketing managers may perceive in their transition from home countries to headquarter locations. Implications of identifying and attending to such hardships are important in light of the significance attributed to these semipermanent to permanent assignments across different cultural contexts.

Original languageEnglish
Pages (from-to)1-16
Number of pages16
JournalJournal of International Marketing
Volume19
Issue number4
DOIs
Publication statusPublished - 2011

Fingerprint

Global marketing
Managers
Marketing
Staffing
Liability of foreignness
Integration process
Headquarters
Home country
Levels of analysis
Reference point
Cultural context
Assignment
Global mindset

Cite this

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Inpatriate marketing managers : Issues associated with staffing global marketing positions. / Moeller, Miriam; Harvey, Michael.

In: Journal of International Marketing, Vol. 19, No. 4, 2011, p. 1-16.

Research output: Contribution to journalArticleResearchpeer-review

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