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

Author

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  • 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.

Suggested Citation

  • Wen-Shinn Low & Soo-May Cheng, 2009. "Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 14(1), pages 86-104.
  • Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2009_01_low
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    Cited by:

    1. Ravi Sarathy & Elitsa R. Banalieva, 2014. "Economic Development And Marketing Strategies: A Comparative Lens," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 5(1).

    More about this item

    Keywords

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

    JEL classification:

    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - 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, Innovation, 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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