The research problem of this project is to investigate if, and how, Birkinshaw and Bouquet‟s model of subsidiary attention seeking by means of weight and voice needs to be modified for MNC subsidiaries operating in emerging markets. The qualitative research technique used for this research was the multiple-case study method. Key findings are that weight is moderated by institutional environments and voice by national culture in emerging markets. Recommendations are made to assist managers of subsidiaries in increasing weight and voice in emerging markets in order to gain more attention from Corporate Headquarters. Copyright / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted