Post-print of Julian, CC 2010, 'The market orientation-marketing performance relationship – the empirical link in international joint ventures', International Journal of Trade and Global Markets, vol. 3, no. 4, pp. 414-431.
This study examines the relationship between market orientation 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. The sample consisted of 161 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 market orientation is a key antecedent of IJV marketing performance