Product adaptation in International Joint Ventures: an empirical investigation
by Craig C. Julian
International Journal of Trade and Global Markets (IJTGM), Vol. 4, No. 1, 2011

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.

Online publication date: Wed, 08-Apr-2015

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