This research examines the linkages among relationship commitment, cross-cultural adaptation, relational norms, and international joint venture (IJV) interaction frequency. It explores the value of interaction frequency as a performance measure in IJV research and the role of relationship commitment as a key predictor. Cross-cultural adaptation and relational norms are introduced into the commitment–interaction chain because they may reduce cultural dissimilarity and enhance bilateralism, which in turn may promote ongoing interaction. The model is tested empirically using LISREL on U.S.–Chinese IJVs. The results show that relationship commitment positively predicts IJV interaction frequency and cross-cultural adaptation. Although other hypothesized associations are not found, the results provide important practical implications for international marketers.
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