Some antecedents, moderators and consequences of market orientation in international joint ventures

The concept of market orientation (MO) has received significant attention from both marketing and strategy researchers since the publication of the seminal works of Kohli and Jaworski (1990), and Narver and Slater (1990). Despite its popularity in marketing and strategy literature, however, the concept has not been explored explicitly (i.e., with its antecedents, moderators and consequences) for international joint ventures (IJVs), which possess unique characteristics that differentiate them from unitary (free-standing) organisations, for which the concept of MO was originally developed. In this study, we attempt to fill this gap by extending the concept of MO to the IJV settings and offering 11 testable propositions. This attempt should be viewed as an initial but a fruitful effort for future research.