International Joint Venture (IJV) marketing performance: alternative approaches to performance measurement Online publication date: Mon, 04-Apr-2005
by Craig C. Julian
International Journal of Business Performance Management (IJBPM), Vol. 7, No. 3, 2005
Abstract: This paper assesses International Joint Venture (IJV) marketing performance in the Republic of Thailand, as opposed to general business performance. Furthermore, the paper develops an objective measure to assess IJV marketing performance and compares two different types of measures for measuring IJV marketing performance, a subjective measure and an objective measure, and finds both measures to be significantly correlated. The objective measure of IJV marketing performance is a composite measure that includes strategic objectives for establishing an IJV. The objective measure assesses the respondents' satisfaction with the achievement of the strategic objectives and the subjective measure is a perceptual measure. The data for this study are from a sample of 161 IJVs located in the Republic of Thailand with the sample coming from a wide cross-section of industries including agriculture, mining, light, metal-working, electronics, chemical and the service industries.
Online publication date: Mon, 04-Apr-2005
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 Business Performance Management (IJBPM):
Login with your Inderscience username and 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 email@example.com