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1、Chapter5ExportChannelsofDistributionExportChannelsofDistributionGlobalcompetitionismotivatingfirmstoseekinnovativewaysofenter-ingnewmarkets.Exportmanagershavetodecidewhichmarketingfunc-tionsaretobedelegatedtootherintermediariesorpartnersandwhicharetobeperformedinternally.Selectingan
2、dmanagingtherightdistributionsys-temsisthekeytosuccessfulinternationalization.Theyprovideacompetitiveadvantageinglobalmarketsbyhelpingidentifymarketopportunities.Chan-nelsarealsomoredifficulttochangeandthusrequirecarefulplanning.Williamson(1991)arguesthatcontractingisdeterminedbythe
3、gover-nancemechanismthatseekstominimizetransactioncosts.Hestatesthat“assetsspecificity,uncertainty,andfrequency”determinetheefficienttrans-actiongovernanceform.Specificassetsareinvolvedininvestmentsmadeinmarketresearch,branding,productdesign,andhumanassets.“Uncertainty”referstochang
4、esinmarketforcesstemmingfromindividuals’limitedin-formationoropportunisticmotivesofotheractors.“Frequency”concernsfrequencyandvolumeoftransactions.Studiesindicatethatassetspecific-ity,uncertainty,andfrequencyinvolumeoftransactionsareassociatedwithdirectformsofmarketentry(verticalint
5、egration).Thereisanincentivetointegratedistributionchannelstominimizetransactioncosts(McNaughton,1996;Tesfom,Lutz,andGhauri,2004).Inmanydevelopingcountries,di-rectentrymaybeneeded,inspiteoftheirlimitedmarketsize,duetotheproblemofassetspecificityandlackofcontractenforcinginstitutions
6、.Exportfirmscanbeinvolvedintwoprincipalchannelsofdistributionwhenmarketingabroad:Indirectchannels.Withindirectchannels,thefirmexportsthroughanindependentlocalmiddlemanwhoassumesresponsibilityformovingtheproductoverseas.Indirectexportingentailsrelianceonanotherfirmtoactasasalesinterm
7、ediaryandtoassumeresponsibilityformarketingandship-pingtheproductoverseas.Themanufacturerincursnostart-upcost,andthisExport-ImportTheory,Practices,andProcedures,SecondEdition9596EXPORT-IMPORTTHEORY,PRACTICES,ANDPROCEDURESmethodprovidessmallfirmswithlittleexperienceinforeigntradeacce
8、sstooverseasmarkets
