Multiple Channel Strategies in the European Personal Computer Industry

The authors examine sales channel strategies for international expansion as a means of compensating for constantly decreasing unit prices and margins in the personal computer (PC) industry operation in the European Union market. The authors describe and analyze the development from single (direct or indirect) to multiple (dual or hybrid) sales channel strategy for international expansion on the basis of four theoretical approaches. The methodology used is a qualitative research strategy. The authors conduct a longitudinal multiple case study consisting of 20 top management interviews related to four cases. They examine the development of the sales channel strategies of selected large companies in the European PC business. Multiple sales channels, especially the hybrid ones, are an optimal solution for expanding sales volumes. The results contribute to the relatively underresearched area of multiple channels, and the managerial implications drawn should be helpful not only to PC companies but also to other firms, such as "born globals."