Purpose – The purpose of this paper is to establish a framework for clarifying and extending the concept of inter‐firm market orientation (IMO) and to complement the relatively small body of literature related to this concept. Design/methodology/approach – The conceptual framework is...

Purpose – The aim of this study is, first, to explore the moderating effects of parent control on the strategic objectives of foreign firms entering international joint ventures (IJVs) and, second, to assess performance in relation to these objectives. Design/methodology/approach – The study...