Title: Market characteristics as an antecedent of performance

Authors: Craig C. Julian

Addresses: School of Commerce and Management, Faculty of Business and Law, Southern Cross University, P.O. Box 42, Tweed Heads, N.S.W., 2485, Australia

Abstract: This study examines the relationship between the foreign market characteristics of access to raw materials, capital resources and the necessary channels of distribution, knowledge of local business practices, government intervention, industry price competition and the transfer of up-to-date technology 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. From the multiple regression analysis it was concluded that a significant negative relationship existed between the identified foreign market characteristics and IJV marketing performance in Thailand.

Keywords: IJV; international joint ventures; marketing performance; market characteristics; foreign markets; equity participation; multiple regression analysis; cross-sectional data; distribution channels; Thailand; raw materials; capital resources; local business practices; government intervention; price competition; technology transfer.

DOI: 10.1504/IJTGM.2009.025385

International Journal of Trade and Global Markets, 2009 Vol.2 No.2, pp.128 - 147

Published online: 21 May 2009 *

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