Zusammenfassung
Nicht nur die Allokation von Budget, Personal und Marktzielen ist eine zentrale Frage im Management multinationaler Unternehmen (MNU) – auch die Aufmerksamkeit von Stammhäusern für ihre Tochtergesellschaften ist eine knappe Ressource (Ocasio, 1997; Haas und Hansen, 2001; Birkinshaw et al., 2007; Bouquet und Birkinshaw, 2008), die von Managern effizient eingesetzt werden muss. Besonders in Zeiten des Informationsüberflusses widmen Manager nur jenen Dingen Aufmerksamkeit, die ihnen wichtig erscheinen und setzen damit Akzente. Insofern sind einige Märkte aufgrund Ihrer Charakteristika begünstigter als andere, da die Aufmerksamkeit, die Stammhäuser ihren Tochtergesellschaften zukommen lassen, teilweise durch die Größe und Wichtigkeit des Markts bestimmt wird. Aber ebenso wichtig sind interne Signale, die aus den Niederlassungen kommen. So haben auch periphere Tochtergesellschaften die Möglichkeit, um diese Aufmerksamkeit zu kämpfen und sie zu ihrem Vorteil zu nützen.
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Ambos, T.C. (2009). Managing Attention in the Multinational Corporation: Eine Forschungsagenda. In: Moser, R. (eds) Internationale Unternehmensführung. Gabler. https://doi.org/10.1007/978-3-8349-8431-9_3
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