Koç University
Tufts University
TBS Business School
Ayşegül Özsomer, Bernard Simonin, and Timo Mandler have been selected as the recipients of the annual S. Tamer Cavusgil Award for their article, “Marketing Agility in Subsidiaries: Market Orientation and Marketing Program Standardization as the ‘Twin Engines’ of Performance,” which appeared in the June 2023 issue of Journal of International Marketing (special issue on Theory and Practice in Global Marketing).
The award honors a Journal of International Marketing article from the most recent calendar year (2023) that has made the most significant contribution to the advancement of the practice of international marketing management. The committee overseeing the selection process included Josko Brakus (University of Leeds), Annette Popp Tower (Clemson University), and Jack Wei (University of West Georgia). The committee stated,
“The study examines the balance between local and global marketing strategies in multinational corporations, analyzing the impact of market orientation (MO) and marketing program standardization (MPS) on subsidiary performance. An analysis of Western MNCs in Japan and Turkey finds a positive link between MO responsiveness and MPS, with a notable mediation effect on profitability in advanced markets. Conversely, localized marketing strategies in emerging markets are more effective for profitability.
The empirical package in the paper is strong, consisting of a large-scale survey conducted in two countries and—to draw further insights on MNC subsidiary marketing practices—follow-up interviews with top managers and executives in a subset of subsidiaries that participated in the survey.
This research underscores the importance of MO and MPS, the twin engines of subsidiary performance, in fostering international marketing agility. It will stimulate further related research in international marketing.”
View a list of past award winners here.
About the Journal of International Marketing
Journal of International Marketing is dedicated to advancing international marketing practice, research and theory. The journal’s prime objective is to bridge the gap between theory and practice in international marketing for business scholars and practitioners.
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