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 desi...

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Veröffentlicht in:International marketing review 2004-01, Vol.21 (4/5), p.409-422
Hauptverfasser: Tesfom, Goitom, Lutz, Clemens, Ghauri, Pervez
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container_title International marketing review
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creator Tesfom, Goitom
Lutz, Clemens
Ghauri, Pervez
description 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.
doi_str_mv 10.1108/02651330410547117
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source Emerald Journals
subjects Alliances
Capital losses
Comparative analysis
Costs
Crime prevention
Developing countries
Distribution channels
Exports
Footwear industry
Industrialized nations
LDCs
Marketing
Resources
Securities markets
Small & medium sized enterprises-SME
Small to mediumsized enterprises
Statistical analysis
Suppliers
Transaction costs
Vertical integration
Wholesalers
title Comparing export marketing channels: developed versus developing countries
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