多國籍企業의 海外子會社 統制行動에 관한 硏究 : 國際마아케팅 意思決定權限의 配分問題를 中心으로 = A Study on the Control Behavior of Foreign Subsidiary Companies in Multinational Enterprises

다국어 초록 (Multilingual Abstract)

In international marketing control, there is a choice between centralized or decentralized organizational structure that affects distribution of power. However, it is the most idealistic developmental pattern to practice indirect control rather than direct control with multinationlized progress by organizational development and improved level.
In decision making of international marketing, autonomy of the foreign subsidiary is very high. The reason for this factor is that all the decision making process of international marketing has to be made according to the condition of the host country.
However, multinationalized enterprises have decreased autonomy in subsidiary company. Furthermore, headquarter's control has shown to be stronger in matter that are related to products.
In decision making of budget, in international marketing, the degree of headquarter's control has been very high due to it's easiness to control budget than business operation.
In international marketing control, there are several difficult problems that include variety of international market, inability to regulate, incorrect data, philosophy of management, and consumer's difference in their preference. In order to overcome these obstacles, it is suggested to standardize operations of international marketing, control of foreign subsidiary by goal management.
These hindering factors should be overcome by standardization of international marketing operation. Especially, when the situation of the host country is different, the foreign subsidiary's operation can be secured sufficiently by standardization of program process to promote program instead of international marketing program standardization.
Control of foreign subsidiary by goal management is the plan of goal and business evaluation by participation. Foreign subsidiary can improve degree of standardization and effectiveness of administration through self control.

목차 (Table of Contents)

• Ⅰ. 序 論
• Ⅱ.海外子會社 流制體制의 實態
• 1. 母會社集權化의 要因
• 2. 組織構造
• 3. 海外子會社 經營者의 構成
• Ⅲ. 海外子會社 流制의 類型과 現地化
• Ⅳ. 國際마아케팅活動上의 集權化
• 1. 業務的 意思決定上의 集權化
• 2. 豫算決定上의 集權化
• 3. 本社流制의 適合性
• 4. 國際마아케팅流制의 問題點
• Ⅴ. 問題에 대응하는 國際마아케팅 流制戰略
• 1. 國際마아케팅活動의 標準化
• 2. 目標管理에 의한 海外流制
• 3. 國際마아케팅 組織의 整備
• Ⅵ. 結 論
• 參考文獻
• Summary