Sources of Power in International Marketing Channels

In response to certain important gaps in existing knowledge of distribution channels in international markets, this paper reports an empirical study on the sources of power in cross-cultural buyer-seller relationships. Specifically, the focus of attention is an examination of the nature of and interrelations among the sources of power held by overseas distributors in their relationships with export manufacturers. The findings suggest that an overseas distributor's use of reward is positively related to its informational, referent, legitimate and expert power sources, as is perceived by export manufacturers. It has also been found that there is a negative relationship between an importer's use of coercion and its informational base of power over the exporter. Moreover, specific reward and punishment elements are identified that play an important role in influencing the pattern of interactions in manufacturer-overseas distributor relationships. The implications of these findings for business practitioners and public policy makers are discussed and directions for future research on the topic considered.     

国际营销渠道中的渠道行为

渠道行为是影响国际营销渠道效率的一个重要因素。尽管其重要性被广泛认同,但是由于对于国际营销渠道行为的研究在数据的收集、结果的解释和结果的一般化方面更加困难,所以就实际的研究成果而言,这方面的研究还处于起步阶段。大多数研究沿用了对国内营销渠道行为研究的范畴、内容和方法,与国内营销渠道行为研究没有太大的区别。只有少量的研究属于真正的跨文化渠道行为研究。     

International Channels of Distribution and the Role of Comparative Marketing Analysis

To enter international markets successfully, firms need to secure adequate distribution channels for their products in the targeted markets. But gaining access to, as well as developing and maintaining marketing channels in foreign markets requires substantial knowledge of the distribution structures and patterns in thos markets. This follows because the so-called standardized (globalized) approach to international marketing strategy does not apply to distribution strategy in foreign markets. Comparative marketing analysis can provide international marketers with the means for obtaining the knowledge needed by providing (1) a substantial literature on distribution in different countries, (2) a variety of methodologies that can provide insights into foreign distribution structures, and (3) by sensitizing international marketers to changing patterns of distribution around the world.     

Communication in Marketing Channels

Abstract

In terms of the political economy framework, Mohr, Fisher, and Nevin (1996) have shed light on the issue of how the internal economic structure and processes respectively moderate the effects of channel communication. However, the question of whether and how the internal sociopolitical structure and processes respectively moderate the effects of channel communication has not been empirically investigated. To complement Mohr, Fisher, and Nevin's (1996) work and address the above research question, this study examines how power structure (symmetrical or asymmetrical) and relationalism (relational versus discrete) respectively affect the marginaleffects of communication on trust and perceived performance in channels of distribution. It was found that power symmetry enhances the positive effects of communication, while relationalism undermines them. Theoretical and managerial implications were drawn from these findings.     

市场营销渠道管理的途径分析

构建完善的市场营销渠道管理体系,是企业战略性发展的重要支撑。现代企业市场营销渠道中存在理念落后、渠道单一及缺乏协同的问题。新时期市场营销渠道管理途径的构建应着眼于创新理念、完善体系、提高水平三个方面,以深化企业的战略性发展,适应多元化的市场经济环境。     

营销渠道的选择及评价标准研究

市场营销渠道的选择是现代企业经营管理所面临的重要决策之一，是企业经营决策最关键的环节之一。企业在进行渠道决策时，首先面临的问题是选择怎样的渠道模式，一般来说，企业开拓市场的渠道模式大体上有两种——自营渠道模式和分销商渠道模式，企业究竟要选择哪一种渠道模式，要在权衡利弊的基础上，依据一定的原则和标准进行。     

Partner Selection for International Marketing and Distribution in Corporate New Ventures

The software industry offers numerous options for a firm to arrange its international marketing activities. Although a prominent way to enter the international market is through co-operation, there is a limited amount of research regarding partner selection. The purpose of this paper is to explore how entrepreneurial corporate new ventures use partners in their international marketing. A representative case study is used to illustrate the partner selection and evaluation process in the software industry. Our findings indicate that small entrepreneurial firms can and should use partners in their internationalization. However, a more analytical approach to their selection is needed.     

International Marketing Channels for Brazilian Beef: Comparison between Russia and the United Kingdom

This article compares the Russian and British marketing channels for Brazilian beef distribution. The results show that the framework hereby developed aids understanding of the differences and the reasons for the organizational form of these channels. The findings also show that there is a difference in the way these channels are organized to seek efficiency in their business transactions. Institutional environment attributes are able to influence the distinction between channels in terms of transaction efficiency.     

营销渠道的运作与管理

<正>营销渠道是指商品或劳务由生产者向最终用户或消费者转移过程中所经过的中间组织或个人,构成营销渠道的实体是各类中间商,渠道中的每个成员都有着各自的利益追求,只有预先建立起运作规范,进行科学管理,才能平衡各方利益,使产品的销售渠道畅达。     

Environmental Impact on Marketing Channels Relationships

Abstract

The global market environment poses various challenges for its constituent channel members. In particular, the role-set of the wholesaler often differs across transitional, emerging, industrialized, and post-industrialized market settings. Regardless of the variants in market infrastructure and development, the wholesaler remains a critical role-set in global supply chains. The focus of this article is to explore the dynamic channel functions of wholesaling in the United States, a post-industrialized market setting. While wholesalers maintain a paramount position in the distribution of goods and the provision of value-added services in the U.S., the wholesaler has received a paucity of research attention. This paper provides a set of research propositions to facilitate empirical investigation of the wholesalers' impact on channel efficiency and effectiveness.     

我国开放式基金营销渠道研究

本文以开放式基金营销为背景,借鉴美国等共同基金产业发达的国家基金营销的方法,结合我国开放式基金的发展进入了营销竞争时代的现状,引进国外成熟市场的理念,形成以银行、券商、保险公司及其他基金经纪机构共存的销售方式,实现营销渠道的多元化。     

Interfirm Control of Plural Formed Marketing Channels

ABSTRACT

Borrowing multi-contract theory from the organizational economics literature (Hart 1983; Holmstrøm 1982; Lazear and Rosen 1981) I build a multilevel channel framework of network control. This framework incorporates both multi-contract theory and the traditional dyadic approach.

I also propose a dynamic perspective of the organizational control process that shifts from a dyadic pre-contractual model focused on the anticipated attributes of the bilateral relationship to a post-contractual phase focused on the interaction between dyads in a network of different contracts. It is difficult and costly to formulate an explicit contract that safeguards the principal's post-contractual interests (Ouchi 1979). Organizational learning and control based on comparative information can support such incomplete contracts.     

Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels

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.     

International Marketing of Services

This article is based on a chapter of a forthcoming book on ‘The Marketing of Services' to be published by Heinemann, Spring 1984. It examines the contribution to the UK's Balance of Payments made by ‘invisible exports', including services, and highlights the advantages and disadvantages that arise when marketing services, as opposed to products, overseas.     

Service and Conservation in Marketing Channels:

Pasteurized milk has been traditionally packaged in returnable glass bottles in New Zealand and most fluid milk has been sold by vendors through the home-delivery scheme. In recent years, there has been a trend by some consumers and milk processing stations to consider and lobby for non-returnable packaging. The main reason has been declining milk sales and the belief that non-returnable packages are both more attractive and convenient for the consumer. The advantages and the disadvantages of non-returnable packaging are presented. Changes to the home delivery system and the introduction of non-returnable packaging present questions that have significant economic, social, environmental and political implications. An analysis of the home milk delivery system has revealed several gaps that may be used to improve its service quality component. Alternatives to formalize the relationship between the vendors and the stations could reduce friction and enhance opportunities for mutual cooperation. A contractual system has the potential to solve many of the daily problems by providing more direct communication at the operational level. Any changes that take place must balance the wishes of a segment that wants convenience, a wider choice of products and increased availability versus some important industry-wide macro-level considerations.     

Global Marketing Channels and the Standardization Controversy

Abstract

Since the early 1960s, standardization has often been viewed as an efficient strategy for global marketers while others have argued for the relative merits of adaptation. A review of the literature reveals two important points: first, relative to other areas of marketing, channels of distribution are given short shrift in the standardization versus adaptation debate; second, of the existing literature on the standardization of global marketing channels, academicians and practitioners generally concur that marketing channels cannot be standardized. This conclusion may be premature. Thus, this paper offers a conceptual framework for the possible standardization of global marketing channels. A schematic model of the domestic marketing channel development process is extended to the global arena and a framework for the evaluation of the standardization alternatives in the international marketing channels development context is presented.     

Service Contract Negotiations in Marketing Channels:

This study investigates the factors that influence motor carriers perceptions of the success of negotiations with customers over contractual transportation service in marketing channels. The findings indicate that the motor carrier's perceived success of the negotiation is influenced directly by his/her trust of the customer, and indirectly by the customer's dependence on his/her organization. The results also suggest that though the nature of contract negotiation for motor carriage service has become more cooperative in the deregulated environment, a certain degree of opportunism still influences the negotiator's behaviors. From these findings, issues are presented which can aid the channel members in developing successful strategy for future negotiation with motor carriers.     

逆向构建海外营销渠道的思路与方法

逆向渠道建设区别于传统的层层推进的渠道建设方式,以零售终端为渠道建设的中心。将这一新型模式运用于我国出口企业的海外营销当中,提供了从目标市场选择、终端接触、中间商选择到渠道管理的具体方法,以帮助企业摆脱在海外营销中目标不明确、对中间商过度依赖、盲目进行海外推广的发展误区。     

The International Marketing Environment

Abstract

The article analyzes the content of 18 international marketing academic textbooks with regard to factors comprising the global marketing environment. Three broad categories of factors are identified, the macro (i.e., physical, demographic, and socio-cultural), meso (i.e., economic, political-legal, and technological), andmicro (i.e., intermediaries, competitors, market, and customers). In each of the subcategories, 10 different factors affecting global marketing were extracted. By measuring the extent of coverage given to each factor in each textbook, the relative emphasis placed collectively was established. These results were subsequently compared and contrasted to the views of 71 academics teaching international marketing; revealing the existence of gaps between the importance attached to most of the elements comprising the international marketing environment, and the coverage provided in academic textbooks.