International joint venture marketing performance in China: a resource-based approach

The purpose of this paper was to examine the empirical links between learning, innovation and marketing performance in Chinese international joint ventures (IJVs). The relationship between market-focused learning, internal learning, external learning and innovation with IJV marketing performance was examined via an empirical investigation of 313 IJVs in China. Data were gathered via a self-administered mail survey directed to the chief executive officer (CEO). The sample came from a wide cross-section of industries. The findings indicate that market-focused learning, internal learning and innovation had a significant impact on marketing performance in Chinese IJVs. External learning was deemed to have no impact on IJV marketing performance.