Abstract: 0 this study examines how, to what extent, and with what effect the indigenous cultural con

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ReseaRch aRticle
Abstract: 
0
this study examines how, to what extent, and with what effect the indigenous cultural con-
cept of 
kreng jai
influences the Thai subsidiary assimilation of organizational practices trans
-
ferred and mandated by its European-headquartered parent.
0
Adopting qualitative methodological procedures we combined data sourced from interviews, 
observation and company information to explore empirically the continuing role and rel
-
evance of 
kreng jai
on the adoption and use of three strategic organizational practices: E-
communication, performance appraisal and empowerment.
0
Our findings showed that the unique feelings and attitudes which characterize 
kreng jai
variously complemented, reinforced, elaborated and contradicted the behaviors predicted by 
the traditional comparative etic dimensions of culture when applied to the Thai workplace 
environment.
0
MNEs seeking to develop their operations in Asia can therefore benefit from an appropriately 
nuanced understanding of the influence of unique indigenous cultural norms and values to 
help manage effectively the often competing institutional pressures to which their subsidiar
-
ies are exposed. Failure to address adequately the subtle but pervasive facets of indigenous 
management constructs such as 
kreng jai
may hold hidden but potentially critical dangers for 
the MNE developing its business across cultural borders.
Keywords: 
Kreng Jai
· thailand · MNe practice transfer · e-communication ·
Performance appraisal · empowerment
Manag Int Rev (2013) 53:61–82
DOI 10.1007/s11575-012-0163-y
Understanding Organizational Practice Adoption 
at the Thai Subsidiary Corporation