The market orientation-marketing performance relationship: the empirical link in international joint ventures
by Craig C. Julian
International Journal of Trade and Global Markets (IJTGM), Vol. 3, No. 4, 2010

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.

Online publication date: Sun, 03-Oct-2010

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