The moderating effect of technology and marketing know-how in the regional-global diversification link: Evidence from emerging market multinationals

•In this study, we propose that regional diversification has a positive impact on global diversification.•Firm-specific technology and marketing know-how positively moderate the effect of regional diversification on global diversification.•This interactive effect is stronger for technology know-how than for marketing know-how.•Our analyses of a sample of 625 Chinese manufacturing firms support the hypotheses.