The full text of this article


The market orientation-marketing performance relationship: the empirical link in international joint ventures
by Craig C. Julian
International Journal of Trade and Global Markets (IJTGM), Vol. 3, No. 4, 2010


Abstract: This study examines the relationship between market orientation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 831 Thai-Foreign IJVs in Thailand. The sample consisted of 161 firms that were primarily engaged in agricultural, metal-working, electrical and chemical industries. From the application of the exploratory factor analysis, multiple regression analysis and the discriminant analysis it was concluded that market orientation is a key antecedent of IJV marketing performance.

Online publication date: Sun, 03-Oct-2010


is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Trade and Global Markets (IJTGM):
Login with your Inderscience username and password:


    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email