Product adaptation in international joint ventures: an empirical investigation

Document Type


Publication details

Julian, CC 2011, 'Product adaptation in international joint ventures: an empirical investigation', International Journal of Trade and Global Markets, vol. 4, no. 1, pp. 50-65.

The publisher's version of this article is available at


Peer Reviewed



This study examines the relationship between product/service and promotion adaptation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 1047 Thai-Foreign IJVs in Thailand. The sample consisted of 203 firms that were primarily engaged in agricultural, metal-working, electrical and chemical industries. From the application of the exploratory factor analysis, multiple regression analysis and the discriminant analysis it was concluded that product/service adaptation had a significant impact on IJV marketing performance.

Find in your library