Marketing channel strategy management in international markets
by Milan Jurše; Jerneja Jager
International Journal of Innovation and Learning (IJIL), Vol. 21, No. 2, 2017

Abstract: We explore the key challenges of a changing global market context and their effects on manufacturers' marketing channel strategies in times of retail firm internationalisation and proliferation of retailer brands in international markets. Empirical research is based on surveying a random sample of Slovenian manufacturing firms and explores the underlying relationships between the manufacturer export market orientation, innovativeness, relationships with customers in foreign markets, proliferation of retailer brands and the manufacturers' distribution strategy. The study highlights the relationships between these dimensions of international marketing process and delineates some key strategic responses of firms to changing marketing channel context. Finally, some strategic suggestions for their international distribution channel strategy are presented.

Online publication date: Tue, 31-Jan-2017

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