Comparing export marketing channels: developed versus developing countries

Comparing export marketing channels: developed versus developing countries 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Comparing export marketing channels: developed versus developing countries

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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 ReviewEmerald Publishing

Published: Aug 1, 2004

Keywords: Distribution channels; Developing countries; Small to medium‐sized enterprises; Footwear industry; Transaction costs; Resources

References

  • Marketing Channels
    Coughlan, A.T.; Stern, L.W.; El‐Ansary, I.D.
  • The resource‐based view within the conversation of strategic management
    Mahoney, J.T.; Pandian, J.R.
  • Technological overlap and interfirm cooperation: implications for the resource‐based view
    Mowery, D.; Oxley, J.
  • Manufacturing firms in developing countries: how well do they do, and why?
    Tybout, J.

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