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My doctoral adventure started in 2002 as a graduate student. However, getting there was not quite straightforward; it was the result of a trial and error process. When I was a college student studying Economics, I wanted to know what to do when I graduated. Thus, I started looking into different types of jobs via internships. First, I gave the government sector a try and worked at the Turkish Republic Prime Ministry Undersecretariat for Foreign Trade, in Ankara. I decided that I did not like working for the government, so I decided to pursue the private sector. Next, I tried finance. After my internship at the Istanbul Stock Exchange of Turkey, I decided that I did not like that either. Then came the marketing experience at the Cenajans/Grey Advertising Agency in Istanbul. I did not quite like the agency side of it, but I realized that I liked what clients were doing. I liked the strategy formulation and owning the brand and being responsible for all the decisions related with the brand. Therefore, after graduation, I started a job in marketing in the headquarters of a major bank in Istanbul.

Although the use of data from different levels is very common in international marketing research, the practice of employing multi‐level analysis techniques is relatively new. The paper aims to provide an application of a specific case of multi‐level modelling – where the dependent variable is dichotomous, which is often the case in marketing research (e.g. whether a consumer buys the brand or not, whether he/she is aware of the brand or not, etc.)

A hierarchical generalized linear model is employed.

Since this is a technical paper, the authors would like to emphasize the process rather than the empirical findings. In summary, the paper: provides a brief theoretical overview of Hierarchical Linear Modeling and Hierarchical Generalized Linear Modeling; illustrates the application of the method using the domains of consumers within countries and a dichotomous dependent variable; focuses on interpretation of log‐odds results; and concludes with practical issues and research implications.

The main value of this research is to demonstrate how to employ multi‐level models when the dependent variable is dichotomous. Multi‐level techniques are quite new in international marketing research, although nested data structures are relatively common in our field. This is a technical paper that guides the researchers as to how to apply and interpret the results when modeling such data with a dichotomous dependent variable.

The paper seeks to explain the collaborative intent, trust development, and conflict resolution in a headquarters‐subsidiary relationship in a new product launch context in an emerging market.

Grounded theory development is employed through personal interviews with senior executives of selected multinational firms operating in Turkey.

A major challenge in collaboration is convincing both parties to the dyad that the expertise of the other party is essential for effective collaboration.

The findings are based solely on looking at the subsidiary side of the subsidiary‐HQ dyad in a single country, which limits their generalizability. Since we did not interview the HQ side of this dyad, speculations made about the possible reactions of HQ personnel to subsidiary actions must be interpreted with caution.

The perceptions of both parties play a far more important role than the facts or perceptions of just one party when it comes to relationships and conflict resolution. Both parties need to pay more attention to the possible causes of means incongruence and take perception gaps and the other side's needs and expertise into account when approaching collaboration and conflict resolution.

Agency theory is extended to a multinational firm‐subsidiary context in order to suggest mechanisms for resolving conflict through increased communication, greater trust in each other's capabilities, and greater collaboration in meeting common challenges. A diagnostic and prescriptive framework and mechanisms are also offered through which disruptive conflict can be transformed into functional conflict and collaboration.

I am proud to be joining the many colleagues who appear in this volume, many younger but some more experienced in the marketing and the international business disciplines, honoring S. Tamer Cavusgil's retirement from Michigan State University. I am proud for many reasons, but mainly because throughout the years I have observed how Tamer's contributions to our professional and personal lives have shaped our growth as a fraternity of business scholars and teachers. I feel very fortunate to have grown as Tamer's colleague through the many papers we have published, the many doctoral students we have mentored, and the many service contributions we have made to the international business field during the past 30 years. I feel luckier, however, that I have come to know this remarkable person as a friend.