The factors influencing the marketing performance of international joint ventures (IJVs) in Thailand

Craig C. Julian, Southern Cross University
Balasubramanian Ramaseshan, Curtin University of Technology

Abstract

This study identifies the factors influencing the marketing performance of International Joint Ventures (IJVs) in Thailand. The factors having the foremost influence on IJV marketing performance were - market characteristics, conflict, commitment, product characteristics, firm-specific characteristics, marketing orientation, and organization control.