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...

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Veröffentlicht in:	Journal of international marketing (East Lansing, Mich.) Mich.), 2002-09, Vol.10 (3), p.73-95
Hauptverfasser:	Gabrielsson, Mika, Kirpalani, V. H. Manek, Luostarinen, Reijo
Format:	Artikel
Sprache:	eng
Schlagworte:	Alliances Business structures Collaboration Computer industry Consumer goods industries Direct sales Distribution channels Electronic commerce Expansion Globalization International markets Market entry Market strategy Marketing Personal computers Prices Product life cycle Qualitative research Sales distribution Sales strategies Structured sale Studies Subsidiary companies Theory
Online-Zugang:	Volltext
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