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

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  • Wen-Shinn Low
  • Soo-May Cheng
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    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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    File URL: http://www.hampp-verlag.de/hampp_e-journals_JEMS.htm#109
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    Bibliographic 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

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    Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2009_01_low

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    Web page: http://www.hampp-verlag.de/

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    Related research

    Keywords: marketing channel; channel re-structuring; emerging markets; Russia; Asia; Taiwan;

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