International Sales and Distribution Strategies

This chapter covers the history of the international market development of the researched firms and in addition how these companies established agent networks, built sales subsidiaries worldwide, or enlisted partnerships, and how they reacted to constantly changing market developments requiring adjustments in their distribution networks. The early founders of Swiss SMEs engaged in extensive travel to promote their companies at a time when the transport infrastructure was still rudimentary. Distributors and agent networks were built and still maintained by smaller companies, at times expanded to include formal distribution partnerships. Subsidiary networks were the preferred choice of larger companies which had greater volumes per country markets. Sometimes, market entry was achieved by building or acquiring manufacturing operations. Cracking some of the most difficult markets, such as Japan, posed special challenges. And finally, when industry conditions changed, even well-planned distribution strategies needed to be changed.