International joint venture marketing performance in China: a resource-based approach

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Julian, CC & Xu, J 2015, 'International joint venture marketing performance in China: a resource-based approach', Journal for Global Business Advancement, vol. 8, no. 4, pp. 420-435.

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The purpose of this paper was to examine the empirical links between learning, innovation and marketing performance in Chinese international joint ventures (IJVs). The relationship between market-focused learning, internal learning, external learning and innovation with IJV marketing performance was examined via an empirical investigation of 313 IJVs in China. Data were gathered via a self-administered mail survey directed to the chief executive officer (CEO). The sample came from a wide cross-section of industries. The findings indicate that market-focused learning, internal learning and innovation had a significant impact on marketing performance in Chinese IJVs. External learning was deemed to have no impact on IJV marketing performance.