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

Authors: Craig C. Julian

Addresses: Faculty of Business and Law, School of Commerce and Management, Southern Cross University, Locked Mail Bag 4, Coolangatta, Queensland 4225, Australia

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.

DOI: 10.1504/IJTGM.2010.035758

International Journal of Trade and Global Markets, 2010 Vol.3 No.4, pp.414 - 431

Published online: 03 Oct 2010 *

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