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.
Julian, CC & Ramaseshan, B 1999, 'The factors influencing the marketing performance of international joint ventures (IJVs) in Thailand', Sasin Journal of Management, vol. 5, no. 1, pp. 25-40.