Work

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

Year: 2010

Type: article

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.

Source: International Journal of Trade and Global Markets

DOI: 10.1504/ijtgm.2010.035758

Author: Craig C. Julian

Institution: Southern Cross University

Language: English

Topic: International Business and FDI

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1987239943

FWCI: 3.253

Cites: 45

Cited by: 27

Related to: 10