This paper is based on a sample of 104 subsidiaries of multinational corporations (MNCs)
operating in Brazil. It investigates the mechanisms of knowledge transfer in marketing and
their relationship to the strategic positioning of the subsidiaries (i.e. global integration and
local responsiveness). A positive correlation between the level of global integration and the
intensity of knowledge transfer was statistically confirmed and the main mechanisms of
knowledge transfer were also revealed. Some widely accepted theories about knowledge
transfer in MNCs were empirically confirmed. Finally, this study provided the opportunity to
develop several specific insights about knowledge transfer in marketing in the Brazilian
context.
