Some antecedents, moderators and consequences of market orientation in international joint ventures
by Mustafa Colak; Zafar Husain; Mumin Dayan
J. for Global Business Advancement (JGBA), Vol. 8, No. 4, 2015

Abstract: The concept of market orientation (MO) has received significant attention from both marketing and strategy researchers since the publication of the seminal works of Kohli and Jaworski (1990), and Narver and Slater (1990). Despite its popularity in marketing and strategy literature, however, the concept has not been explored explicitly (i.e., with its antecedents, moderators and consequences) for international joint ventures (IJVs), which possess unique characteristics that differentiate them from unitary (free-standing) organisations, for which the concept of MO was originally developed. In this study, we attempt to fill this gap by extending the concept of MO to the IJV settings and offering 11 testable propositions. This attempt should be viewed as an initial but a fruitful effort for future research.

Online publication date: Sun, 03-Jan-2016

The full text of this article 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 J. for Global Business Advancement (JGBA):
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 subs@inderscience.com