International Joint Venture (IJV) Marketing Performance in Thailand

This paper identifies the factors influencing International Joint Venture (IJV) marketing performance in a sample of Thai-Foreign IJVs. The primary data for this study were collected from a mail questionnaire survey of 161 Thai-Foreign IJVs in Thailand. To identify the factors influencing the marketing performance of IJVs in Thailand an exploratory factor analysis and a multiple regression analysis were conducted. The factors having a significant influence on IJV marketing performance were identified as market characteristics, commitment and marketing orientation.Griffith Business School, Department of MarketingFull Tex