Examining the internal-external determinants of international joint venture (IJV) marketing performance in Thailand

This study focuses on examining the influence of firm-specific and environmental characteristics on the marketing performance of International Joint Ventures (IJV) in Thailand. Studied is the influence of these characteristics on overall performance perceptions, economic performance and strategic marketing output performance objectives. The data for the study were collected from a self-administered mail survey in Thailand. The critical determinants of IJV marketing performance in Thailand were identified as the adaptation of marketing mix strategy, market characteristics and the IJV’s market orientation.