International Joint Venture marketing performance and manifest conflict in a developing country context

This study examines the relationship between manifest conflict and marketing performance via the International Joint Venture (IJV) market entry mode in Thailand. The primary data for the study were collected from a self-administered mail survey of 1047 Thai-Foreign IJVs in Thailand. From the application of the exploratory factor analysis and the discriminant analysis it was concluded that a significant negative relationship existed between manifest conflict and marketing performance. That is, when manifest conflict was present between the partners it resulted in lower levels of marketing performance than when it was not.