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The impact of firm and environmental characteristics on international joint venture (IJV) marketing performance in Thailand
Author(s) -
Julian Craig,
O'Cass Aron
Publication year - 2004
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20014
Subject(s) - business , marketing , international joint venture , joint venture , control (management) , international marketing , business administration , economics , management
International joint ventures (IJVs) have become an important means of market entry for many firms, particularly those seeking entry into Asia (Lin & Germain, 1999). This study examines firm and environmental characteristics that impact the overall satisfaction with marketing performance and economic performance of IJVs in Thailand. The data for this study were collected via a mail survey of 1,047 Thai‐foreign IJVs in Thailand. The analysis indicated that IJV marketing performance was influenced by market characteristics, commitment, marketing orientation, and organizational control and that these variables differentially impact overall satisfaction with marketing performance and economic performance. © 2004 Wiley Periodicals, Inc.