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Publication details

Pre-print of: Julian, CC & O'Cass, A 2004, 'The impact of firm and environmental characteristics on international joint venture (IJV) marketing performance in Thailand', Thunderbird International Business Review, vol. 46, no. 4, pp. 359-380.

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Peer Reviewed



International joint ventures (IJVs) have become an important means of market entry for many firms, particularly those seeking entry into Asia (Lin & Germain, 1999). This study examines firm and environmental characteristics that impact the overall satisfaction with marketing performance and economic performance of IJVs in Thailand. The data for this study were collected via a mail survey of 1,047 Thai-foreign IJVs in Thailand. The analysis indicated that IJV marketing performance was influenced by market characteristics, commitment, marketing orientation, and organizational control and that these variables differentially impact overall satisfaction with marketing performance and economic performance.

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