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

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.