Goal achievement and satisfaction of joint venture partners

Abstract Joint venturing is recommended to avoid some of the obstacles to successful business venturing, such as capability limitations and organizational resistance. However, the high dissolution rates for joint ventures suggest a need to learn how to utilize this cooperative strategy more effectively. Two frequently reported problem areas in joint venturing are unrealistic corporate expectations and inadequate planning. Thus, this study sought to examine the impact of strategic intent on joint venture success as measured by partner goal achievement and satisfaction. A review of the literature on strategic goals and goal consensus suggested that two variables are likely to affect joint venture performance: the number of partner goals pursued and the overlap in partners' goals. The type of goals pursued may also affect performance; that is, some goals may be more achievable through joint venturing than are other goals. The purpose of this research was two-fold: (1) to empirically explore the relative importance of a variety of partner goals for their joint ventures, and (2) to determine if goal disparity, and the number and type of goals pursued affected joint venture success. This approach draws attention to the expectations of partners rather than to the venture itself, the traditional focus in entrepreneurship. The hypotheses and exploratory propositions were tested using data from U.S. firms involved in manufacturing joint ventures. A categorization of partner goals was developed through factor analysis, in which five categories of goals emerged: knowledge transfer, market power, financial performance, efficiency, and financial structure. Partners were found to have pursued multiple goals simultaneously, with knowledge transfer and market goals being most frequently rated as critically important. These findings suggest the need to expand traditional performance measures to account for the diverse and nonfinancial nature of partner goals. When examined separately, it was found that a large goal set facilitated partner goal achievement and satisfaction, and that an overlap in partners' goals promoted partner satisfaction. The large goal set was argued to be necessary in the volatile environments that are often attractive for joint venturing. A large goal set reflects adaptation to environmental change and facilitates prudent strategy selection by subjecting alternatives to multiple goal hurdles. The overlap in partners' goals reflects a meshing of individual partner goals and helps to minimize conflict, which could stall strategy development and drain resources. However, when an integrated model was developed from multiple regression findings, the overlap in partners' goals became a moderator variable. This model exposed the negative as well as the positive effects of the overlap in partners' goals. Analysis further suggested that the joint venture strategy may be better suited to achieving efficiency goals than financial goals. Possible explanations for the difficulty in achieving financial goals include: insufficient time (or short lifespan of the joint venture), the complex structure inherent in joint ventures, and the possibility of disagreement between the partners about how the financial goals should be achieved. On the other hand, efficiency goals, such as vertical integration and economies of scale, require expansion or extension of operations and thus fit well with the pooling of skills and resources that are characteristic of joint venturing. Further, both partners contribute to and gain from efficiency goals, unlike with market access or knowledge transfer goals where one firm contributes more than it gains or vice versa for that particular goal. Additional analysis revealed that the goal types explained more variance in partner goal achievement and satisfaction than did the size of goal sets or the extent of overlap in partners' goals. Taken in combination, the various aspects of partners' goals explained 26% of the variance in partner goal achievement and 38% of the variance in partner satisfaction. When partner goal achievement was included in the multiple regression model for partner satisfaction, the amount of explained variance increased to 69%. The results suggest that a partner firm may be able to significantly enhance its chances of judging a joint venture to be successful if its goals focus on efficiency rather than revenues and profits, if it has a relatively large goal set, and if it concentrates on achieving the set of stated goals.