Product adaptation in International Joint Ventures: an empirical investigation

Craig C. Julian

International Journal of Trade and Global Markets, 2011, vol. 4, issue 1, 50-65

Abstract: This study examines the relationship between product/service and promotion adaptation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 1047 Thai-Foreign IJVs in Thailand. The sample consisted of 203 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 product/service adaptation had a significant impact on IJV marketing performance.

Keywords: product-service adaptation; promotion adaptation; marketing performance; IJVs; international joint ventures; Thailand. (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijtrgm:v:4:y:2011:i:1:p:50-65

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