International Marketing Channels
Part 6. International Marketing
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Bello, D. C. 2010. International Marketing Channels. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
International marketing channels consist of interdependent organizations participating in business activities necessary to make a product or service available for use in markets around the world. The structure or design of global channels can vary widely, comprising various organizational participants (foreign distributors, agents, subsidiaries, etc.) engaged in a diverse set of functional activities (selling to foreign customers, warehousing inventory, etc.). The determinants of channel design include key drivers associated with manufacturers, international middlemen, and foreign end users. A complex interplay among these key players and the characteristics of channel activities yields the particular contractual, ownership, and other institutional arrangements that govern cross-border channel systems. Further, channel designs are subject to important feasibility constraints emanating from the regulative, normative, and cultural-cognitive elements of the institutional environment of the home and host countries. International marketing channels are one of the most complex and dynamic aspects of global marketing, and require careful analysis to achieve the most productive balance among the many determinants of channel design.
- global channels;
- international marketing;
- foreign distribution;
- institutional environment;
- channel design;
- foreign middlemen