THE IMPACT OF BUREAUCRATIC CULTURE ON MARKETING KNOWLEDGE TRANSFER WITHIN INTERNATIONAL JOINT VENTURES

Abstract

The aim of this article is to answer the question: are there associations between bureaucratic culture and the ability of an organization (IJV) to efficiently and effectively transfer marketing knowledge? In order to answer the question; firstly, the theory that relates to the subject is reviewed and then it is going to critically analyze the framework of knowledge management in joint venture which is introduced by Tiemessen, as cited by Le (2004), by examining the knowledge transfer between foreign partners and local partners within IJVs. Continually, the conceptual framework is proposed. Theoretical contribution, managerial implications and direction for further research are also provided in the final part of the article.