Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia
AbstractThe 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.
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Bibliographic InfoArticle provided by Rainer Hampp Verlag in its journal Journal for East European Management Studies.
Volume (Year): 14 (2009)
Issue (Month): 1 ()
Pages: 86 - 104
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Web page: http://www.hampp-verlag.de/
Postal: Rainer Hampp Verlag, Journals, Marktplatz 5, 86415 Mering, Germany
Find related papers by JEL classification:
- L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
- M3 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- N75 - Economic History - - Economic History: Transport, International and Domestic Trade, Energy, and Other Services - - - Asia including Middle East
- O52 - Economic Development, Technological Change, and Growth - - Economywide Country Studies - - - Europe
- P20 - Economic Systems - - Socialist Systems and Transition Economies - - - General
- P31 - Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions
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