This study examines the relationship between the foreign market characteristics of access to raw materials, capital resources and the necessary channels of distribution, knowledge of local business practices, government intervention, industry price competition and the transfer of up-to-date technology 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. From the multiple regression analysis it was concluded that a significant negative relationship existed between the identified foreign market characteristics and IJV marketing performance in Thailand.
Post-print of: Julian, CC 2009, 'Market characteristics as an antecedent of performance', International Journal of Trade and Global Markets, vol. 2, no. 2, pp. 128-147.
Published version available from: