The moderating effect of technology and marketing know-how in the regional-global diversification link: Evidence from emerging market multinationals

In this study, we link regional diversification to global diversification of emerging market multinationals (EMNCs) and explore the importance of firm-specific technology and marketing know-how in that process. We develop our hypotheses and test them using a sample of 625 Chinese manufacturing multinationals across multiple industries. The results reveal that regional diversification predicts global diversification, and that firm-specific technology and marketing know-how both increase the likelihood of a firm's moving from regional to global operations. Technology know-how was found to be more influential than marketing know-how.