Abstract
Export channels into emerging markets differ markedly in channel intensity. This inductive study of 18 British manufacturers and their Chinese intermediaries led to propositions exploring the mechanism behind the marked differences. Findings from the study indicate that low channel intensity may restrict exporting manufacturers' market coverage and expose them to high risks of intermediary opportunism in emerging markets where channel environments are highly uncertain and legal frameworks are weak. However, low channel intensity policy can be an appropriate option when exporting manufacturers face the threats of gray marketing and fake products or when they require heavy intermediary commitments.
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Li, L. Determinants of Export Channel Intensity in Emerging Markets: The British Experience in China. Asia Pacific Journal of Management 20, 501–516 (2003). https://doi.org/10.1023/A:1026343126381
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DOI: https://doi.org/10.1023/A:1026343126381