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Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels |
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| Affiliation: | 1. Leeds University Business School, University of Leeds, Maurice Keyworth Building, Leeds LS6 1AN, United Kingdom;2. Bittner School of Business, St. John Fisher College, 3690 East Avenue, Rochester, NY 14618, United States;3. University of Michigan-Flint, 303 E. Kearsley Street, Flint, MI 48502, United States;4. National Chengchi University, Department of International Business, College of Commerce, 64, SEC, 2, Tz-nan Rd., Wenshan, Taipei 116, Taiwan, ROC |
| Abstract: | Over the past fifty years, the scope of research on international marketing channels has significantly evolved. From an early focus on factors influencing the expansion of marketing channels internationally, the literature now investigates a myriad of topics related to the challenges of selecting channel structures and managing channel relationships. This article investigates the evolution of international marketing channels research by reviewing 353 international channels-related articles published from 1965 to 2014 under a periodization approach. The assessment of the state and evolution of the literature is used as a foundation for the identification of emerging themes that will move the field of international marketing channels forward. |
| Keywords: | Review International marketing channels Political economy framework Periodization Managing international channel relationships |
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