Western exporting manufacturers’ channel structure in emerging markets

Abstract

Should western exporting manufacturers use independent resident distributors or employee salesforce when they enter emerging markets? Existing theories provide different answers and contradict one another. This inductive study of 17 western exporting manufacturers led to propositions exploring that question. Findings from this study suggest that both channel structures be associated with advantages and disadvantages. Choices of channel structure depend on market entry stages and market conditions.

Citation

Li, L. (2002), "Western exporting manufacturers’ channel structure in emerging markets", Industrial Management & Data Systems, Vol. 102 No. 9, pp. 483-492. https://doi.org/10.1108/02635570210459614