Marketing Channel Management by Multinational Corporations in Foreign Markets

Gespeichert in:

Bibliographische Detailangaben
Beteiligte: Grewal, Rajdeep, Saini, Amit, Kumar, Alok, Dwyer, F. Robert, Dahlstrom, Robert
In: Journal of Marketing, 82, 2018, 4, S. 49-69
veröffentlicht:
SAGE Publications
Medientyp: Artikel, E-Artikel

Nicht angemeldet

weitere Informationen
Umfang: 49-69
ISSN: 1547-7185
0022-2429
DOI: 10.1509/jm.16.0335
veröffentlicht in: Journal of Marketing
Sprache: Englisch
Schlagwörter:
Kollektion: SAGE Publications (CrossRef)
Inhaltsangabe

<jats:p>Multinational corporations (MNCs) are adopting increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners as well as complex market environments. Because extant research on MNCs’ marketing channels is sparse, the authors propose an organizing framework to spur and guide research on MNC channel management. As a meta-theory that integrates economic and social elements of MNC channel management, the political economy perspective is used to propose two testable frameworks pertaining to determinants of (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on these frameworks, the authors advance a research agenda to test substantive relationships, elaborate new constructs, and illustrate new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of these conceptual frameworks.</jats:p>