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Market orientation, learning orientation and organisational performance in international joint ventures

Mark Anthony Farrell (School of Commerce, Charles Sturt University, Wagga Wagga, Australia)
Edward Oczkowski (School of Commerce, Charles Sturt University, Wagga Wagga, Australia)
Radwan Kharabsheh (School of Commerce, Charles Sturt University, Wagga Wagga, Australia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 4 July 2008

Abstract

Purpose

Despite failure rates of around 30 per cent, international joint ventures (IJVs) continue to grow. It is argued that IJVs provide a platform for organisational learning, which facilitates organisational performance. Intuitively, IJVs that are learning oriented should have a positive impact upon organisational performance. However, it is unclear as to whether a firm in an IJV should focus more on being learning oriented, or market oriented. The paper aims to address this question.

Design/methodology/approach

A survey of 168 senior managers involved in IJVs in Malaysia. Data were analysed using two‐stage least squares estimators for latent variable models.

Findings

Results suggest that for IJVs, a market orientation has a more positive impact on organisational performance than a learning orientation. The non‐linear relationship between market orientation and performance suggest that larger gains in performance are achieved by firms who have low initial levels of market orientation. Thus, in the absence of one or the other, it is preferable for a firm in an IJV to have a strong market orientation.

Practical implications

For managers of IJVs, the study would suggest that firms should concentrate on improving their organisations' overall level of market orientation if they are to improve the level of business performance.

Originality/value

This paper is the first to examine the relative effects of a market orientation and a learning orientation in the context of IJVs.

Keywords

Citation

Farrell, M.A., Oczkowski, E. and Kharabsheh, R. (2008), "Market orientation, learning orientation and organisational performance in international joint ventures", Asia Pacific Journal of Marketing and Logistics, Vol. 20 No. 3, pp. 289-308. https://doi.org/10.1108/13555850810890066

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited