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Product adaptation in International Joint Ventures: an empirical investigation

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  • Craig C. Julian

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.

Suggested Citation

  • Craig C. Julian, 2011. "Product adaptation in International Joint Ventures: an empirical investigation," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 4(1), pages 50-65.
  • Handle: RePEc:ids:ijtrgm:v:4:y:2011:i:1:p:50-65
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