IDEAS home Printed from
   My bibliography  Save this book chapter

Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives

In: International Marketing Strategy


  • Giovanna Pegan

    (University of Trieste)

  • Donata Vianelli

    (University of Trieste)

  • Patrizia de Luca

    (University of Trieste)


This chapter focuses on the relationship between the COO and the international contractual distribution channel. As highlighted in Chap. 2 , the main types of internationalization include intermediate modalities. To exercise greater control over the market than in export modes and to be able to strengthen the COO and the entire distribution channel, many companies opt for intermediate entry. In the intermediate entry mode, the distribution channel is configured as an integrated vertical marketing system. The companies and the partners that adhere to the agreement share ownership, risk, control, and margins through various technical forms with different implications for the valorization and management of the COO. Focusing on certain sectors (coffee and wine) and countries (China and India), this chapter presents the results of research based on secondary and primary data. These results confirm that the link between the COO and contractual agreements can be twofold. On one hand, contractual agreements are an important tool for the valorization of the COO in the foreign market, and on the other hand, the strong image of the COO can favor the possibility of concluding agreements in the target markets.

Suggested Citation

  • Giovanna Pegan & Donata Vianelli & Patrizia de Luca, 2020. "Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives," International Series in Advanced Management Studies, in: International Marketing Strategy, chapter 0, pages 75-95, Springer.
  • Handle: RePEc:spr:isichp:978-3-030-33588-5_4
    DOI: 10.1007/978-3-030-33588-5_4

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:isichp:978-3-030-33588-5_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.