Authors: Craig C. Julian
Addresses: Faculty of Business and Law, School of Commerce and Management, Southern Cross University, Locked Mail Bag 4, Coolangatta, Queensland 4225, Australia
Abstract: This study examines the relationship between product/service and promotion adaptation and International Joint Venture (IJV) marketing performance in Thailand. The primary data for the study were collected from a self-administered mail survey of 1047 Thai-Foreign IJVs in Thailand. The sample consisted of 203 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 product/service adaptation had a significant impact on IJV marketing performance.
Keywords: product-service adaptation; promotion adaptation; marketing performance; IJVs; international joint ventures; Thailand.
International Journal of Trade and Global Markets, 2011 Vol.4 No.1, pp.50 - 65
Published online: 03 Jan 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article