Abstract
This paper investigates the influence of some major strategic marketing determinants on the performance of international joint ventures (IJV) operating in China. The related contextual variables which may moderate the linkage between marketing factors and IJV performance are also examined. The result suggests that 1) not all the strategic marketing factors widely recognized in the market economy context have an identical impact on firm performance in China, and 2) the country-unique marketing factors are statistically significant for IJV's accounting return and market growth]
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Luo, Y., Rao, C.P., Wang, Z. (2015). 11.3 International Trade, Joint Ventures and Related Strategies: Issues in Joint Ventures. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_4
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DOI: https://doi.org/10.1007/978-3-319-17311-5_4
Publisher Name: Springer, Cham
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