The market orientation-marketing performance relationship: the empirical link in international joint ventures

Craig C. Julian

International Journal of Trade and Global Markets, 2010, vol. 3, issue 4, 414-431

Abstract: This study examines the relationship between market orientation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 831 Thai-Foreign IJVs in Thailand. The sample consisted of 161 firms that were primarily engaged in agricultural, metal-working, electrical and chemical industries. From the application of the exploratory factor analysis, multiple regression analysis and the discriminant analysis it was concluded that market orientation is a key antecedent of IJV marketing performance.

Keywords: market orientation; marketing performance; international joint ventures; Thailand; IJVs; agriculture; metal-working industry; electrical industry; chemical industry; factor analysis; multiple regression analysis; discriminant analysis; key antecedents; globalisation; trade; global markets. (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (4)

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