International Joint Venture (IJV) Marketing Performance in Thailand
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O'Cass, Aron
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Sylvie Chetty and Brett Collins
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Massey University, Auckland, New Zealand
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Abstract
This paper identifies the factors influencing International Joint Venture (IJV) marketing performance in a sample of Thai-Foreign IJVs. The primary data for this study were collected from a mail questionnaire survey of 161 Thai-Foreign IJVs in Thailand. To identify the factors influencing the marketing performance of IJVs in Thailand an exploratory factor analysis and a multiple regression analysis were conducted. The factors having a significant influence on IJV marketing performance were identified as market characteristics, commitment and marketing orientation.
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ANZMAC Conference: Bridging Marketing Theory and Practice
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© The Author(s) 2001. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).