The effect of firm and marketplace characteristics on international joint venture (IJV) marketing performance

Craig Julian; Aron O’Cass

doi:10.1108/13555850210764918

The effect of firm and marketplace characteristics on international joint venture (IJV) marketing performance

Craig Julian, Aron O’Cass

Research output: Contribution to journal › Article

12 Citations (Scopus)

Abstract

This study examines the determinants of International Joint Venture marketing performance in Thailand. The data for the study were collected from a self-administered mail survey of 1,047 Thai-Foreign IJVs in Thailand, yielding 203 useable responses from firms that were primarily engaged in agricultural, metal-working, electrical and chemical industries. From the application of the exploratory factor analysis and the discriminant analysis the critical determinants of IJV marketing performance in Thailand were identified as market characteristics, conflict, commitment, marketing orientation, and organisational control.

Original language	English
Pages (from-to)	19-39
Number of pages	21
Journal	Asia Pacific Journal of Marketing and Logistics
Volume	14
Issue number	1
DOIs	https://doi.org/10.1108/13555850210764918
Publication status	Published - 1 Mar 2002
Externally published	Yes

Keywords

Joint ventures
Marketing
Performance
Thailand

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Julian, C., & O’Cass, A. (2002). The effect of firm and marketplace characteristics on international joint venture (IJV) marketing performance. Asia Pacific Journal of Marketing and Logistics, 14(1), 19-39. https://doi.org/10.1108/13555850210764918

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