%0 Journal Article
%T The Balancing of Country
%A David A. Griffith
%A Hannah Soobin Lee
%J Journal of International Marketing
%@ 1547-7215
%D 2019
%R 10.1177/1069031X18819757
%X For business success and continued growth, multinational corporations (MNCs) must work to efficiently leverage interactions with customers dispersed across geographic boundaries. Under the framework of the attention-based view, this study examines the MNC strategic approach of country-based interaction orientation and marketing strategy implementation adaptation/standardization as drivers of global profit growth, contingent on the environmental conditions of competitive intensity and market dynamism. The findings from a survey of U.S.-based MNCs indicate that managerial attention focused on country-based interaction orientation and marketing strategy implementation standardization, when considered jointly, have a positive effect on MNC profit growth. The findings also show that the effect of a country-based interaction orientation on MNC profit growth is not as susceptible to competitive intensity and market dynamism when MNCs standardize their marketing strategy implementation, but it varies when MNCs take a more adapted approach to their implementation strategies across country markets. These findings bring to light important implications for international marketing theory and practice
%K country-based interaction orientation
%K international marketing strategy adaptation
%K standardization
%K profit growth
%K multinational corporations
%U https://journals.sagepub.com/doi/full/10.1177/1069031X18819757