Title: Distribution in emerging markets: a strategic perspective

Authors: Subrat Sarangi

Addresses: KIIT School of Management, Campus-7, KIIT University, Bhubaneswar, India

Abstract: The paper argues that firms need to create individual and institutional resource competencies around the institutional and environmental impediments for a successful distribution system in emerging markets by adopting a process based approach. The paper is based on integrative analysis of extant literature and examples of firms operating in emerging markets across the globe. It brings out a set of propositions studied under the lens of institutional theory, transaction cost theory, and resource based theory and resource advantage theory. Based on the integrative analysis of case examples and theoretical underpinnings, it is proposed that a hybrid strategy around individual and institutional competencies through a multi tier network with an influencer ecosystem leads to a sustainable distribution system. The recommended conceptual process framework is a significant contribution to theory building on distribution in emerging markets.

Keywords: sustainable distribution; institutional theory; IT; resource based theory; RBT; multilevel distribution; inclusive growth; emerging markets.

DOI: 10.1504/IJBEM.2018.093004

International Journal of Business and Emerging Markets, 2018 Vol.10 No.3, pp.213 - 228

Received: 28 Jun 2016
Accepted: 16 Aug 2017
Published online: 04 Jul 2018 *

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