| Summary: | 博士 === 中國文化大學 === 國際企業管理研究所 === 96 === This study is mainly to examine the relationships among managerial philosophy of a peace culture, cross-cultural management, marketing strategies and marketing performance, and the difference of these relationships among British, American and Japanese MNEs’ subsidiaries.
Survey was launched for data collection, 250 copies of questionnaires have been asked, and the response rate is 74%. The statistical result addresses: (1) MNEs leaders are more agreed with managerial philosophy of a peace culture, their marketing performance are even higher through localized marketing strategies. (2) When MNEs leaders are more agreed with managerial philosophy of a peace culture, they would adopt ‘third cultural management’ as a management system and then adopt localized marketing strategies to enhance their marketing performance. (3) Japanese MNEs leaders are the one which most agreed managerial philosophy of a peace culture, and most of their management systems are adopted by ‘third cultural management’. Also, most of their marketing strategies are localized and therefore resulted in better marketing performance related to American and British MNEs.
According to the empirical evidences, we suggest MNEs leaders should be more emphasized on ‘managerial philosophy of a peace culture’ and ‘third cultural manage-ment’ and ‘localized marketing strategies’, and this will result in better marketing per-formance.
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