Exploring the dynamics of foreignness ::the identity work in subsidiaries

This study focuses on dynamics of foreignness. We conducted a multiple case study of seven subsidiaries of European MNEs operating in South Korea and examined their responses taking identity perspective to foreignness. We found that MNEs assign subsidiary managers with prior international experience. Subsidiary managers accentuate the attributes of the foreign identity and facilitate the positioning within the local context by leveraging the assets of multinationality. Our study reveals insights into the identity work in subsidiaries. Further our findings indicate that liabilities of foreignness might persist and that assets of foreignness might be temporary. Investigating how subsidiaries manage foreignness within a particular host country context, our study contributes to the literature on foreignness.