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International Marketing Channels

Part 6. International Marketing

  1. Daniel C. Bello

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06006

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Bello, D. C. 2010. International Marketing Channels. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. Georgia State University, Atlanta, GA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • global channels;
  • international marketing;
  • foreign distribution;
  • institutional environment;
  • channel design;
  • foreign middlemen