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Investigating whether the Eritrean manufacturers are able to fulfil the requirements -
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10.1177/1069031X9700500407
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0265-1335
- DOI
- 10.1108/02651330410547117
- Publisher site
- See Article on Publisher Site
Abstract
The article presents a qualitative model, derived from the transaction cost and resource dependence theory, to compare the business relationships in the marketing channels between footwear buyers in The Netherlands and Uganda, and their suppliers. The observed business relationships are used to design an export‐marketing channel for Eritrean footwear manufacturers looking for new export market opportunities. The findings show that the design of the export marketing channels for Uganda and The Netherlands differs as a result of the transaction costs involved. Taking into account the weak resource base of the Eritrean manufacturers, we conclude that it may be easier for them to enter the Dutch market than the Ugandan market.
Journal
International Marketing Review – Emerald Publishing
Published: Aug 1, 2004
Keywords: Distribution channels; Developing countries; Small to medium‐sized enterprises; Footwear industry; Transaction costs; Resources