Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia

Wen-Shinn Low and Soo-May Cheng

Journal of East European Management Studies, 2009, vol. 14, issue 1, 86 - 104

Abstract: The rise of emerging markets not only provides opportunities for business growth but also for academic researchers to explore different paradigms in international marketing activities. This article details a case study of how a Taiwanese mother board company establishes and re-structures marketing channels in Russia over three developmental stages: entry, accelerating growth and decelerating growth stages. The findings reflect that market mechanism cannot be fully developed in the entry and accelerating growth stages due to obstacles to distributor selection and limited resources of supplier. Different growth speeds between channels necessitate the supplier to re-structure its channel partnerships.

Keywords: marketing channel; channel re-structuring; emerging markets; Russia; Asia; Taiwan (search for similar items in EconPapers)
JEL-codes: L1 M3 M31 N75 O52 P20 P31 (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (1)

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