Evaluation and analysis of IJV marketing performance and its key predictors

The marketing performance of International Joint Ventures (IJVs), particularly those in the South East Asian economies, has not received adequate attention from international business researchers. IJVs have become an important means of market entry for many firms, particularly those seeking entry into Asia. This study identifies the factors influencing the marketing performance of IJVs in Thailand and the relative importance of these factors. The key factors in Thailand were identified as market characteristics, commitment of the partners and the marketing orientation of senior management. Implications for the management of IJVs in the South East Asian countries in general and Thailand in particular are also outlined.