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

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  • Craig C. Julian

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.

Suggested Citation

  • Craig C. Julian, 2010. "The market orientation-marketing performance relationship: the empirical link in international joint ventures," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 3(4), pages 414-431.
    • Handle: RePEc:ids:ijtrgm:v:3:y:2010:i:4:p:414-431
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    Cited by:

    1. Wanida Wadeecharoen & Athiwat Kanjanavanikul & Sombat Teekasap, 2014. "The Consequence Of Partner Relationship Quality To Predict The Successful Performance Of Small And Medium Enterprises (Smes) International Joint Ventures (Ijvs) In Thailand Industrial Sectors," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 10(1), pages 10-11.
    2. Tarkan Tunç, 2020. "The Joint Effects of Customer and Competitor Orientation on Marketing Performance: A Case of an Industry Leading Firm in Turkey," Istanbul Management Journal, Istanbul University Business School, vol. 0(89), pages 47-71, December.
    3. Wanida Wadeecharoen & Athiwat Kanjanavanikul & Sombat Teekasap, 2014. "The Consequence Of Partner Relationship Quality To Predict The Successful Performance Of Small And Medium Enterprises (Smes) International Joint Ventures (Ijvs) In Thailand Industrial Sectors," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 10(1), pages 1-22.
    4. Mohy Ud Din & Muhammad Zia-UD-Din & Muhammad Zubair Shafique, 2018. "Effects of Employees Experience on Employees Performance on Textile Sector," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(7), pages 257-268, July.

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