Does language matter to foreign subsidiary performance?

Abstract

Purpose

This paper examines the role of language in foreign subsidiary performance.

Design/methodology/approach

We develop hypotheses relating to the effects of language difference and its interplay with cultural distance and market size. Considering languages that can be directly used and that can be acquired by MNEs, we employ language variables representing major languages and a population of 60 home and 57 host countries to study the performance of a sample of 1,751 subsidiaries between 2002 and 2013.

Findings

Language difference is found to have a negative impact on subsidiary performance. The positive effects of cultural distance on performance become stronger when the language difference is smaller. The language effects are also more pronounced in small markets.

Practical implications

This study reveals that subsidiary success depends on language difference, and such effects are more pronounced in small markets. The results also suggest that MNEs need to give more attention to bridging language barriers when they invest in culturally distant countries so that they can benefit from the positive effects of cultural distance.

Originality/value

Given that there is no systematic research investigating the role of language in the foreign subsidiary performance of MNEs, we make an important contribution by presenting a quantitative investigation of the language–performance relationship. The novelty of the paper also lies in examining the interplay of language difference with cultural distance and market size.

Citation

Konara, P. and Wei, Y. (2021), "Does language matter to foreign subsidiary performance?", International Marketing Review, Vol. 38 No. 2, pp. 276-299. https://doi.org/10.1108/IMR-05-2019-0129