Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia

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Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia

Author Info

Wen-Shinn Low
Soo-May Cheng

Abstract

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.

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Publisher Info
Article provided by Rainer Hampp Verlag in its journal Journal for East European Management Studies.

Volume (Year): 14 (2009)
Issue (Month): 1 ()
Pages: 86 - 104
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2009_01_low

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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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This page was last updated on 2009-11-21.

This information is provided to you by IDEAS at the Department of Economics, College of Liberal Arts and Sciences, University of Connecticut using RePEc data on a server sponsored by the Society for Economic Dynamics.