Comparing export marketing channels: developed versus developing countries

G. Tesfom, C.H.M. Lutz, P.N. Ghauri

Research output: Contribution to journalArticleAcademicpeer-review

22 Citations (Scopus)
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Abstract

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.

Original languageEnglish
Pages (from-to)409-422
Number of pages14
JournalInternational Marketing Review
Volume21
Issue number4-5
DOIs
Publication statusPublished - 2004

Keywords

  • distribution channels
  • developing countries
  • small to medium-sized enterprises
  • footwear industry
  • transaction costs
  • resources

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