Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia
The rise of emerging markets not only provides opportunities for business growth but also for academic researchers to explore different paradigms in international marketing activities. This article details a case study of how a Taiwanese mother board company establishes and re-structures marketing channels in Russia over three developmental stages: entry, accelerating growth and decelerating growth stages. The findings reflect that market mechanism cannot be fully developed in the entry and accelerating growth stages due to obstacles to distributor selection and limited resources of supplier. Different growth speeds between channels necessitate the supplier to re-structure its channel partnerships.
Year of publication: |
2009
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Authors: | Low, Wen-Shinn ; Cheng, Soo-May |
Published in: |
Journal for East European Management Studies. - Rainer Hampp Verlag, ISSN 1862-0019. - Vol. 14.2009, 1, p. 86-86
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Publisher: |
Rainer Hampp Verlag |
Subject: | marketing channel | channel re-structuring | emerging markets | Russia | Asia | Taiwan |
Saved in:
Online Resource
Extent: | text/html |
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Type of publication: | Article |
Classification: | L1 - Market Structure, Firm Strategy, and Market Performance ; M3 - Marketing and Advertising ; M31 - Marketing ; N75 - Asia including Middle East ; O52 - Europe ; P20 - Socialist Systems and Transitional Economies. General ; P31 - Socialist Enterprises and Their Transitions |
Source: |
Persistent link: https://www.econbiz.de/10005704638