Journal of International Business Studies
Issue Date: Third Quarter 1993
Pages: 419-448
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Effectively
Conceiving and Executing Multinationals' Worldwide Strategies
W. Chan Kim and Renée
Mauborgne
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Selected as the Eldridge Haynes prize winner by the Academy of
International Business and the Eldridge Haynes Memorial Trust of Business
International
This study addresses one of the most compelling questions in the
field of international management: How can a multinational simultaneously
pursue the double-ended objective of effectively conceiving and executing
its worldwide strategy? Here the authors examine the ways in which
the dynamics of the strategy-making process between head office and subsidiary
units influence the multinational's ability to achieve these two objectives.
Specifically, the authors introduce the concept of procedural justice,
the intellectual root of which is grounded in social psychology and law,
into international management and explore the impact of process fairness
on the multinational's ability to conceive and execute effective worldwide
strategies. The results of this research are based on a two-phase
longitudinal study of the decisionmaking dynamics of nineteen multinationals.
They provide support that the exercise of procedural justice is indeed
a powerful way to organize the multinationals' strategy-making process.
Procedural justice was found to significantly augment multinationals' ability
to achieve this double-ended objective.
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W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair
Professor of International Management at INSEAD, France.
Renée Mauborgne is The INSEAD Distinguished Fellow and a professor of
strategy and management at INSEAD and a Fellow of the World Economic Forum.
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