Evaluation and analysis of IJV marketing performance and its key predictors
نویسندگان
چکیده
The marketing performance of international joint ventures (IJVs) particularly of those in the Southeast Asian Economies has not received adequate attention from international business researchers and International Joint Ventures (IJVs) have become an important means of market entry for many firms, particularly those seeking entry into Asia. This study identifies the factors influencing the marketing performance of International Joint Ventures (IJVs) in Thailand and the relative importance of these factors. The key factors influencing the marketing performance of International Joint Ventures (IJVs) in Thailand were identified as market characteristics, commitment of the partners and the marketing orientation of senior management. Implications for the management of International Joint Ventures (IJV's) in the South East Asian countries in general and Thailand in particular have also been outlined.
منابع مشابه
بررسی رابطه و تاثیر طرح بازاریابی بر بهبود عملکرد بازاریابی در صنعت پتروشیمی
Marketing plan is a powerful tool to achieve organizational objectives, seize the opportunities and successfully compete with the rivals. A marketing plan is mandatory to advance the commercial objectives and efficient management in any organization. A reliable tool for evaluating the significant role of a corporation's marketing plan would be its marketing performance assessment. Marketing per...
متن کاملInternational joint venture (IJV) marketing performance: alternative approaches to performance measurement
This paper assesses 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. ...
متن کاملMarketing Strategy Evaluation by Integrating Dynamic Systems Modeling and Network Data Envelopment Analysis
Nowadays, the service industries play an essential role in the economic development of countries, and among the various fields of insurance, life insurance is of particular importance because it covers its cover directly to humans. Increased competition in the insurance industry has led managers to seek marketing strategies that, in addition to increasing insurance sales, reduce costs and gain ...
متن کاملThe effect of firm and marketplace characteristics on international joint venture (IJV) marketing performance
This study examines the determinants of International Joint Venture marketing performance in Thailand. The data for the study were collected from a self-administered mail survey of 1,047 Thai-Foreign IJVs in Thailand, yielding 203 useable responses from firms that were primarily engaged in agricultural, metal-working, electrical and chemical industries. From the application of the exploratory f...
متن کاملAn Examination of the Impact of Customer Relationship Management on Marketing Performance by Clarifying Mediating Role of Innovation and Marketing Memory
The aim of this study is to survey the effect of customer relationship management on marketing performance with regard to the mediating role of innovation and marketing memory in Insurance authority in Kerman province. Population in this research is managers and staff of Insurance corporates in Kerman province and the sample amounted to 252 that were estimated by relative random way and Cochran...
متن کامل