Research

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. 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 

Publication Information
Article Title: Marketing Channel Management by Multinational Corporations in Foreign Markets
Journal: Journal of Marketing (Jul, 2018)
82, (4), p. 49-69, 0022-2429
Author(s): Grewal, R.;  Saini, Amit;  Kumar, Alok;  Dwyer, R. F.;  Dahlstrom, R.
Researcher Information
    
Saini, Amit
Saini, Amit
Associate Professor and W. W. Marshall College Professor
Expertise:
  • Marketing Management
  • Business Ethics
  • Business-to-Business Marketing
  • E-Commerce Marketing
Marketing
HLH 335 G
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2344
Fax: (402) 472-9777
asaini2@unl.edu
Kumar, Alok
Kumar, Alok
Associate Professor and W. W. Marshall College Professor
Expertise:
  • Business-to-Business Marketing
  • Marketing Channels Management
  • Marketing Strategy
Marketing
HLH 335 S
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-3378
Fax: (402) 472-9777
akumar5@unl.edu