Selecting optimal intermediary channels in emerging markets: The case of Vietnamese toiletries

IF 0.7

Journal of Marketing Channels Pub Date : 2020-07-02 DOI:10.1080/1046669X.2020.1782799

Motoi Ihara

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引用次数: 2

Abstract

Abstract Domestic distribution in Vietnam is characteristic of an emerging market in the beginning stages of modernization, with frequent changes in retail format, a fragmented distribution structure, and ambiguous regulations. This study uses field surveys and comparative analyses of individual enterprises in Vietnam’s toiletry products industry to identify suitable channel strategies for emerging markets in the early stages of distribution modernization. The results indicate that partnership channels are more suitable than hierarchy and market governance channels. Moreover, among the various types of intermediaries, distributors provide a key role in emerging markets where transportation functions are undeveloped. Finally, the study investigates the various methods of partner selection, finding that effectiveness-oriented networks are superior to large-scale efficiency-oriented networks because they have greater channel coverage in modernizing emerging markets. The findings demonstrate the optimal channel structures and partner selection criteria for distributors in emerging markets.

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在新兴市场中选择最佳的中介渠道:以越南化妆品为例

摘要越南国内分销是一个处于现代化初期的新兴市场，零售形式变化频繁，分销结构分散，监管不明确。本研究利用对越南化妆品行业个别企业的实地调查和比较分析，为处于分销现代化早期阶段的新兴市场确定合适的渠道策略。研究结果表明，合伙制渠道比层级和市场治理渠道更为适合。此外，在各种类型的中介机构中，分销商在运输功能不发达的新兴市场中发挥着关键作用。最后，该研究调查了合作伙伴选择的各种方法，发现以有效性为导向的网络优于以效率为导向的大规模网络，因为它们在现代化新兴市场中具有更大的渠道覆盖率。研究结果证明了新兴市场分销商的最佳渠道结构和合作伙伴选择标准。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Channels BUSINESS-

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期刊介绍： The Journal of Marketing Channels is the first and only professional marketing journal to focus exclusively on distribution systems, strategy, and management. The journal recognizes the growing importance of distribution as a key strategic variable in marketing management. Indeed, if one looks realistically at the major strategy variables of the marketing mix—product, price, promotion, and distribution—the greatest potential for achieving a competitive advantage now lies in distribution. The reason? Rapid technology transfer has made product advantages increasingly difficult to maintain. International operations seeking lower costs have made price advantages much harder to sustain because everybody seems to be “playing the same game.” Even promotion, which relies so heavily on mass media advertising, has become a battle of who can spend the most money. But distribution still offers a new frontier for competing successfully especially if the emphasis is placed on the design and management of superior marketing channel systems to provide excellent customer service. A competitive advantage gained through better distribution is not easily copied by the competition and hence becomes a long-term sustainable competitive advantage. Yet designing optimal marketing channel systems, formulating innovative distribution strategies, and managing marketing channel systems effectively is no simple task. In fact, professional marketing expertise of a very high order is required to meet these challenges, especially given the growing competitive role and rapid pace of web-based marketing. The Journal of Marketing Channels helps provide the knowledge and tools needed to develop superior distribution systems, strategies, and management. Leading authorities from around the world present the most up-to-date and in-depth thought, analysis, and research on these topics in this refereed international quarterly journal.

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