Multiple Channel Strategy in International Markets

Abstract

Export channel choice is one of the most important topics in international marketing and international distribution channels. To date, most previous studies have assumed that firms choose a specific type of export channel, but many firms in the real world choose multiple types of export channels. Thus, recent academic research has often called for more studies on this multiple channel strategy in international markets; i.e., multiple export channels. However, no review articles on multiple export channels have been published as yet. Given the increasing need for research on multiple export channels, it is a critical attempt to organize previous research findings and identify remaining problems. This paper reviews research on the antecedents of multiple export channel choice and on the impact of multiple export channels on performance outcomes. Based on this review, the current paper suggests that future studies are required to (1) expand existing research streams and (2) develop new research streams.

Keywords

• foreign market entry
• export mode
• international marketing channels
• international distribution
• export performance