Marketing Channel Management by Multinational Corporations in Foreign Markets

Multinational corporations (MNCs) are adopting increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners as well as complex market environments. Becaus...

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Bibliographic Details
Published in:Journal of marketing 2018-07, Vol.82 (4), p.49-69
Main Authors: Grewal, Rajdeep, Saini, Amit, Kumar, Alok, Dwyer, F. Robert, Dahlstrom, Robert
Format: Article
Language:English
Subjects:
Consumer advertising
Distribution channels
Foreign subsidiaries
International markets
Marketing
Multinational corporations
Studies
Target markets
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Summary:Multinational corporations (MNCs) are adopting increasingly diverse and complex marketing channels to sell their products worldwide. They strive to manage channels that confront diverse demands from headquarters, foreign subsidiaries, and local partners as well as complex market environments. Because extant research on MNCs' marketing channels is sparse, the authors propose an organizing framework to spur and guide research on MNC channel management. As a meta-theory that integrates economic and social elements of MNC channel management, the political economy perspective is used to propose two testable frameworks pertaining to determinants of (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on these frameworks, the authors advance a research agenda to test substantive relationships, elaborate new constructs, and illustrate new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of these conceptual frameworks.
ISSN:0022-2429
1547-7185
DOI:10.1509/jm.16.0335