This article investigates the impact of organizational context on the acquisition of explicit and tacit marketing know-how from foreign partners in an IJV. A structural equation model is developed and tested using survey data from 219 IJVs in Vietnam. The organizational factors investigated...

The positive effects of market orientation (MO) on firm performance are empirically supported much more strongly by studies conducted in developed than in emerging markets. One commonly cited reason for this differential effect is that MO is affected by the cultural, economic and institutional...

This study is an initial step to consider whether international brands should create global images or tailor the images to the local culture. Its objective is to explore the preferences of Vietnamese consumers on advertising appeals related to mobile phones and to see if those preferences...

This paper adopts a qualitative approach to uncover the experiences of founders of international new ventures or born global firms. The data which are based on in-depth interviews, focus on the major characters, events and surrounding conditions from the time the firm is conceived until it...

Previous research in new product development (NPD) has focused on the participation of marketing and R...D personnel, but little attention has been paid to their influence. This study examined the effects of marketing's and R...D's influence and participation on new product performance and the...