haku: @journal_id 571 / yhteensä: 1184
viite: 464 / 1184
| Tekijä: | Millington, A. Bayliss, B. |
| Otsikko: | Transnational marketing joint ventures: a viable market penetration strategy in the EU? |
| Lehti: | European Management Journal
1999 : DEC, VOL. 17:6, p. 635-644 |
| Asiasana: | MANAGEMENT MARKETING EUROPEAN UNION |
| Kieli: | eng |
| Tiivistelmä: | This article investigates the performance of EU-based transnational marketing joint ventures (MJVs) through a set of case studies. The results emphasize the instability inherent in MJVs, and in most cases instability reflected poor performance rather than the evolution of a successful venture in the foreign market. Companies were found to undertake MJVs in order to protect and control existing market positions in the foreign country rather than gain access. |
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