Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives

Giovanna Pegan, Donata Vianelli and Patrizia de Luca
Additional contact information
Giovanna Pegan: University of Trieste
Donata Vianelli: University of Trieste
Patrizia de Luca: University of Trieste

Chapter Chapter 4 in International Marketing Strategy, 2020, pp 75-95 from Springer

Abstract: Abstract This chapter focuses on the relationship between the COO and the international contractual distribution channel. As highlighted in Chap. 2 , the main types of internationalization include intermediate modalities. To exercise greater control over the market than in export modes and to be able to strengthen the COO and the entire distribution channel, many companies opt for intermediate entry. In the intermediate entry mode, the distribution channel is configured as an integrated vertical marketing system. The companies and the partners that adhere to the agreement share ownership, risk, control, and margins through various technical forms with different implications for the valorization and management of the COO. Focusing on certain sectors (coffee and wine) and countries (China and India), this chapter presents the results of research based on secondary and primary data. These results confirm that the link between the COO and contractual agreements can be twofold. On one hand, contractual agreements are an important tool for the valorization of the COO in the foreign market, and on the other hand, the strong image of the COO can favor the possibility of concluding agreements in the target markets.

Date: 2020
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-030-33588-5_4

Ordering information: This item can be ordered from
http://www.springer.com/9783030335885

DOI: 10.1007/978-3-030-33588-5_4

Access Statistics for this chapter

More chapters in International Series in Advanced Management Studies from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().