A source of potentially valuable knowledge in multinational enterprises is foreign marketing knowledge—that is, knowledge from one country unit that may offer value and competitive advantage to marketing managers in other country units. This article builds on marketing and management knowledge transfer research to further understand both the conditions under which one subsidiary uses external knowledge from another subsidiary and the outcomes of such use in the subsidiary's market. Using the theory of value creation and appropriation and field interviews with headquarter and subsidiary marketing managers, the authors develop a model and research propositions of the enabling, motivating, and perceiving conditions that affect foreign marketing knowledge use and subsequent effects on marketing program effectiveness and efficiency, organization identification, and intellectual capital in subsidiaries of multinational enterprises.

Retail e-commerce (e-tail) continues to grow as an important channel of distribution in the global business environment. In this article, the authors present and test a conceptual model of the relationships among firm orientations, strategic resources, and international e-tail performance. Specifically, they investigate the ability of important e-tail firm resources—brand strength and supplier relations—to mediate the effects of market orientation, entrepreneurial orientation, and foreign market orientation on revenue growth and firm performance relative to objectives. Using survey responses from a cross-national sample of 174 marketing and e-commerce decision makers, the authors find support for the role of brand strength and supplier relations as mediators between market and foreign market orientations and firm performance. The study provides managerial insights into the types of orientations and resources that can help drive e-tail performance and contributions regarding the indirect effects of orientations on international marketing performance.

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