This paper examines how skilled immigrants hired at headquarters (HQ), an increasingly important source of talent for firms, shape two key aspects of global product strategy: where to offer products and the balance between standardization versus local adaptation of those products. We assemble a unique dataset by linking 204,129 consumer packaged goods launched in 84 countries by 470 U.S.-based firms from Mintel GNPD to USCIS microdata on all H-1B workers hired by those firms. We develop an instrument that isolates random variation in firms’ ability to obtain workers of specific nationalities and use NLP techniques to create a novel adaptation-standardization index at the product level. We find that the arrival of workers from a given country at HQ increases product launches in that country. This effect is weaker when the firm already has a subsidiary in the focal country but stronger when it has prior experience launching products in that country. The adaptation-standardization balance depends on the presence of a subsidiary: immigrants at HQ lead products to become more locally adapted if a subsidiary is not present in their home country, but more globally standardized if a subsidiary is present. Immigrants also tilt products towards local adaptation if the firm lacks prior product launch experience in the focal country. Our study demonstrates how the knowledge brought by immigrant talent at HQ works in tandem with the firm’s governance structure and its market specific capabilities to determine global product strategy.
