Western exporting manufacturers' channel structure in emerging markets
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.
export manufacturing strategy channel management market share economic systems