Best Paper Award für Berchtold / Pircher / Stadler

Abstract:  Institutionalists  argue  that  the  successful  transfer  of  knowledge
depends  on  a  firm’s  ability  to  adapt  to  its  local  environments.  Jensen  and
Szulanski  (2004)  take  a  different  perspective,  focusing  on  global  integration.
While both approaches have received considerable attention their relationship
has  been  less  discussed.  Using  an  extended  case  study  method  exploring  15
Austrian  MNCs,  we  propose  that  there  are  two  models  to  explain  the
relationship.  One  model  puts  local  adaptation  and  global  integration  at  two
ends  of  a  continuum.  According  to  this  interpretation  there  is  a  trade-off
between the two. A second model sees local adaptation and global integration
in  an  orthogonal  relationship.  They  do  not  exclude  each  other  but  can  be
achieved at the same time by emphasising different aspects of an organisational
practice. The Austrian MNCs we explore have a tendency towards the second
model.  They  combine  strong  personal  relationships  with  standardisation  of
products and processes, using training as a link between them.