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Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being

Adeniji, James; Igarashi, Reika


James Adeniji


Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., stress from interacting with technology). However, techno-stress may have either a positive or negative effect on employee and customer engagement, depending on the employee's appraisal of the techno-stressors. Drawing on transactional stress theory, the authors provide a conceptual model and research propositions to introduce the concept of techno-stress to international marketing scholars. The authors explore the role of the information systems environment and culture in employees’ appraisal of techno-stressors and their ultimate effects on employees’ well-being and performance. These propositions aim to encourage research that provides a fuller context of the technology-related challenges that multinationals may face in building employee and customer engagement across their subsidiary networks.


Adeniji, J., & Igarashi, R. (2022). Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being. Journal of International Marketing, 30(3), 83-89.

Journal Article Type Article
Acceptance Date May 16, 2022
Online Publication Date May 16, 2022
Publication Date 2022-09
Deposit Date Aug 23, 2022
Journal Journal of International Marketing
Print ISSN 1069-031X
Electronic ISSN 1547-7215
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 30
Issue 3
Pages 83-89
Keywords techno-stress, transactional stress theory, remote work, culture, employee engagement, customer engagement
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