Market Orientation, learning orientation and organisational performance in international joint ventures

Despite failure rates of around 30%, IJV's continue to grow. It is argued that IJV's provide a platform for organisational learning, which facilitates organisational performance. Intuitively, IJV's that are learning oriented should have a positive impact upon organisational performance. However, it is unclear as to whether a firm in an IJV should focus more on being learning oriented, or market oriented. The paper aims to address this question.