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Publication details

Post-print of: Julian, CC & O'Cass, A 2002, 'The effect of firm and marketplace characteristics on international joint venture (IJV) marketing performance', Asia Pacific Journal of Marketing and Logistics, vol. 14, no. 1, pp. 19-39.

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Peer Reviewed



This study examines the determinants of International Joint Venture marketing performance in Thailand. Uses the results from a survey of 1047 Thai-foreign IJVs in Thailand from firms that were mainly engaged in agriculture, metal working, electrical and chemical industries. Applies exploratory factor analysis and discriminant analysis to identify these critical determinants as market characteristics, conflict, commitment, marketing orientation and organisational control.

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