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

Authors: Craig C. Julian; Junqian Xu

Addresses: Southern Cross Business School, Faculty of Business and Law, Southern Cross University, Coolangatta 4225, Australia ' Xi'an Jiaotong-Liverpool University, Suzhou Industrial Park, Jiangsu Province, China

Abstract: 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.

Keywords: market-focused learning; internal learning; external learning; innovation; marketing performance; international joint ventures; IJV marketing; China; resource-based view; RBV.

DOI: 10.1504/JGBA.2015.074027

Journal for Global Business Advancement, 2015 Vol.8 No.4, pp.420 - 435

Published online: 03 Jan 2016 *

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